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

Research output: Chapter in Book/Report/Conference proceedingConference PaperOther

2 Citations (Scopus)


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 languageEnglish
Title of host publicationAdvances in Physical Ergonomics and Human Factors
Subtitle of host publicationProceedings of the AHFE 2016 International Conference on Physical Ergonomics and Human Factors, July 27–31, 2016, Walt Disney World®, Florida, USA
EditorsRavindra Goonetilleke, Waldemar Karwowski
Place of PublicationCham Switzerlands
Number of pages12
ISBN (Electronic)9783319416946
ISBN (Print)9783319416939
Publication statusPublished - 2016
EventInternational Conference on Physical Ergonomics and Human Factors 2016 - Walt Disney World, United States of America
Duration: 27 Jul 201631 Jul 2016 (Proceedings)

Publication series

NameAdvances in Intelligent Systems and Computing
ISSN (Print)2194-5357
ISSN (Electronic)2194-5365


ConferenceInternational Conference on Physical Ergonomics and Human Factors 2016
Abbreviated titleAHFE 2016
Country/TerritoryUnited States of America
CityWalt Disney World
Internet address


  • Cultural difference
  • Hong Kong
  • Instructional video
  • Malaysia
  • Touchless system
  • Video advertising

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