Does instructional video advertising influence behavioral intention? Comparative study between Hong Kong and Malaysia

Emily Yim Lee Au; Pei-Lee Teh; Ravindra Goonetilleke; Pervaiz K. Ahmed; Soon Nyean Cheong; Wen Jiun Yap

doi:10.1007/978-3-319-41694-6_90

Does instructional video advertising influence behavioral intention? Comparative study between Hong Kong and Malaysia

Emily Yim Lee Au, Pei-Lee Teh, Ravindra Goonetilleke, Pervaiz K. Ahmed, Soon Nyean Cheong, Wen Jiun Yap

Malaysia School of Business

Research output: Chapter in Book/Report/Conference proceeding › Conference Paper › Other

2 Citations (Scopus)

Abstract

This study aims to examine the influence of video type (commercial video vs. instructional video) and three cultural/individual difference factors (location: Hong Kong vs. Malaysia; education background: engineering/science vs. non-engineering/science; experience of using touchless technology: yes vs. no) on an individual’s behavioral intention to use the touchless system. This study was conducted with 60 participants (30 males and 30 females) from Hong Kong and 62 participants from Malaysia (31 males and 31 females) to investigate whether the video type and cultural/individual difference factors has an impact on individuals’ behavioral intention. The findings of this study reveal interesting comparative results between Hong Kong and Malaysia as well as provide useful insights for marketing practitioners.

Original language	English
Title of host publication	Advances in Physical Ergonomics and Human Factors
Subtitle of host publication	Proceedings of the AHFE 2016 International Conference on Physical Ergonomics and Human Factors, July 27–31, 2016, Walt Disney World®, Florida, USA
Editors	Ravindra Goonetilleke, Waldemar Karwowski
Place of Publication	Cham Switzerlands
Publisher	Springer
Pages	943-954
Number of pages	12
ISBN (Electronic)	9783319416946
ISBN (Print)	9783319416939
DOIs	https://doi.org/10.1007/978-3-319-41694-6_90
Publication status	Published - 2016
Event	International Conference on Physical Ergonomics and Human Factors 2016 - Walt Disney World, United States of America Duration: 27 Jul 2016 → 31 Jul 2016 https://link.springer.com/book/10.1007/978-3-319-41694 (Proceedings)

Publication series

Name	Advances in Intelligent Systems and Computing
Publisher	Springer
Volume	489
ISSN (Print)	2194-5357
ISSN (Electronic)	2194-5365

Conference

Conference	International Conference on Physical Ergonomics and Human Factors 2016
Abbreviated title	AHFE 2016
Country/Territory	United States of America
City	Walt Disney World
Period	27/07/16 → 31/07/16
Internet address	https://link.springer.com/book/10.1007/978-3-319-41694 (Proceedings)

Keywords

Cultural difference
Hong Kong
Instructional video
Malaysia
Touchless system
Video advertising

Access to Document

10.1007/978-3-319-41694-6_90

Cite this

Au, E. Y. L., Teh, P.-L., Goonetilleke, R., Ahmed, P. K., Cheong, S. N., & Yap, W. J. (2016). Does instructional video advertising influence behavioral intention? Comparative study between Hong Kong and Malaysia. In R. Goonetilleke, & W. Karwowski (Eds.), Advances in Physical Ergonomics and Human Factors: Proceedings of the AHFE 2016 International Conference on Physical Ergonomics and Human Factors, July 27–31, 2016, Walt Disney World®, Florida, USA (pp. 943-954). (Advances in Intelligent Systems and Computing; Vol. 489). Springer. https://doi.org/10.1007/978-3-319-41694-6_90

Au, Emily Yim Lee ; Teh, Pei-Lee ; Goonetilleke, Ravindra et al. / Does instructional video advertising influence behavioral intention? Comparative study between Hong Kong and Malaysia. Advances in Physical Ergonomics and Human Factors: Proceedings of the AHFE 2016 International Conference on Physical Ergonomics and Human Factors, July 27–31, 2016, Walt Disney World®, Florida, USA. editor / Ravindra Goonetilleke ; Waldemar Karwowski. Cham Switzerlands : Springer, 2016. pp. 943-954 (Advances in Intelligent Systems and Computing).

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title = "Does instructional video advertising influence behavioral intention? Comparative study between Hong Kong and Malaysia",

abstract = "This study aims to examine the influence of video type (commercial video vs. instructional video) and three cultural/individual difference factors (location: Hong Kong vs. Malaysia; education background: engineering/science vs. non-engineering/science; experience of using touchless technology: yes vs. no) on an individual{\textquoteright}s behavioral intention to use the touchless system. This study was conducted with 60 participants (30 males and 30 females) from Hong Kong and 62 participants from Malaysia (31 males and 31 females) to investigate whether the video type and cultural/individual difference factors has an impact on individuals{\textquoteright} behavioral intention. The findings of this study reveal interesting comparative results between Hong Kong and Malaysia as well as provide useful insights for marketing practitioners.",

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author = "Au, {Emily Yim Lee} and Pei-Lee Teh and Ravindra Goonetilleke and Ahmed, {Pervaiz K.} and Cheong, {Soon Nyean} and Yap, {Wen Jiun}",

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note = "International Conference on Physical Ergonomics and Human Factors 2016, AHFE 2016 ; Conference date: 27-07-2016 Through 31-07-2016",

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Au, EYL, Teh, P-L, Goonetilleke, R, Ahmed, PK, Cheong, SN & Yap, WJ 2016, Does instructional video advertising influence behavioral intention? Comparative study between Hong Kong and Malaysia. in R Goonetilleke & W Karwowski (eds), Advances in Physical Ergonomics and Human Factors: Proceedings of the AHFE 2016 International Conference on Physical Ergonomics and Human Factors, July 27–31, 2016, Walt Disney World®, Florida, USA. Advances in Intelligent Systems and Computing, vol. 489, Springer, Cham Switzerlands, pp. 943-954, International Conference on Physical Ergonomics and Human Factors 2016, Walt Disney World, Florida, United States of America, 27/07/16. https://doi.org/10.1007/978-3-319-41694-6_90

Does instructional video advertising influence behavioral intention? Comparative study between Hong Kong and Malaysia. / Au, Emily Yim Lee; Teh, Pei-Lee; Goonetilleke, Ravindra et al.
Advances in Physical Ergonomics and Human Factors: Proceedings of the AHFE 2016 International Conference on Physical Ergonomics and Human Factors, July 27–31, 2016, Walt Disney World®, Florida, USA. ed. / Ravindra Goonetilleke; Waldemar Karwowski. Cham Switzerlands: Springer, 2016. p. 943-954 (Advances in Intelligent Systems and Computing; Vol. 489).

Research output: Chapter in Book/Report/Conference proceeding › Conference Paper › Other

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AU - Au, Emily Yim Lee

AU - Teh, Pei-Lee

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AU - Cheong, Soon Nyean

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AB - This study aims to examine the influence of video type (commercial video vs. instructional video) and three cultural/individual difference factors (location: Hong Kong vs. Malaysia; education background: engineering/science vs. non-engineering/science; experience of using touchless technology: yes vs. no) on an individual’s behavioral intention to use the touchless system. This study was conducted with 60 participants (30 males and 30 females) from Hong Kong and 62 participants from Malaysia (31 males and 31 females) to investigate whether the video type and cultural/individual difference factors has an impact on individuals’ behavioral intention. The findings of this study reveal interesting comparative results between Hong Kong and Malaysia as well as provide useful insights for marketing practitioners.

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ER -

Au EYL, Teh PL, Goonetilleke R, Ahmed PK, Cheong SN, Yap WJ. Does instructional video advertising influence behavioral intention? Comparative study between Hong Kong and Malaysia. In Goonetilleke R, Karwowski W, editors, Advances in Physical Ergonomics and Human Factors: Proceedings of the AHFE 2016 International Conference on Physical Ergonomics and Human Factors, July 27–31, 2016, Walt Disney World®, Florida, USA. Cham Switzerlands: Springer. 2016. p. 943-954. (Advances in Intelligent Systems and Computing). doi: 10.1007/978-3-319-41694-6_90

Does instructional video advertising influence behavioral intention? Comparative study between Hong Kong and Malaysia

Abstract

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Conference

Keywords

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