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 contributionpeer-review

    2 Scopus citations

    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 languageBritish English
    Title of host publicationAdvances in Physical Ergonomics and Human Factors - Proceedings of the AHFE 2016 International Conference on Physical Ergonomics and Human Factors
    EditorsRavindra Goonetilleke, Waldemar Karwowski
    PublisherSpringer Verlag
    Pages943-954
    Number of pages12
    ISBN (Print)9783319416939
    DOIs
    StatePublished - 2016
    EventInternational Conference on Physical Ergonomics and Human Factors, AHFE 2016 - Walt Disney World, United States
    Duration: 27 Jul 201631 Jul 2016

    Publication series

    NameAdvances in Intelligent Systems and Computing
    Volume489
    ISSN (Print)2194-5357

    Conference

    ConferenceInternational Conference on Physical Ergonomics and Human Factors, AHFE 2016
    Country/TerritoryUnited States
    CityWalt Disney World
    Period27/07/1631/07/16

    Keywords

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

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