The influence of advertising via douyin social media app on purchase intention among Chinese consumers | |
| Author | Chen, Ying |
| Call Number | AIT RSPR no.SM-20-03 |
| Subject(s) | Internet advertising Electronic commerce Internet marketing Consumers--China |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | As long as mobile internet users are increasing rapidly every year in China, many new mobile social media Apps emerge and expand very fast. In recent years, one type of the fastest-growing apps is short video platform because its comprehensible and amusement content satisfy Chinese user’ increasing need for their fast-paced daily life. Douyin presents the most fast-growing short video platform in China, and its daily average active users dramatically rose to 150 million in 2018 since it launched to the market in 2016. In this case, marketers and companies should not avoid seizing the opportunity to promote their products on the short video platform. Whereas, users’ attitude about shopping from a short video platform appears to particularly important. This research aims to analyze the main factors that affect buying intention of the users on the Douyin platform. The factors include perceived informativeness, perceived entertainment, perceived irritation, perceived credibility, parasocial interaction, and advertising value. Furthermore, this research focuses on the Chinese market, and it has a total of 287 valid respondents’ questionnaire. The results show that four factors (perceived informativeness, perceived entertainment, perceived credibility, and advertising value) strongly impact consumers’ purchase intention on Douyin. Besides, advertisers, marketers, and companies also gain insights from this research, for example, it helps them create effective marketing strategies to attract more consumers and increase sales. |
| Year | 2020 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Vimolwan Yukongdi |
| Examination Committee(s) | Badir, Yuosre;Zimmermann, Willi |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2020 |