@inproceedings{11798a8ec26d42568a2f94e8727fbd26,
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.",
keywords = "Cultural difference, Hong Kong, Instructional video, Malaysia, Touchless system, Video advertising",
author = "Au, {Emily Yim Lee} and Teh, {Pei Lee} and Ravindra Goonetilleke and Ahmed, {Pervaiz K.} and Cheong, {Soon Nyean} and Yap, {Wen Jiun}",
note = "Publisher Copyright: {\textcopyright} Springer International Publishing Switzerland 2016.; International Conference on Physical Ergonomics and Human Factors, AHFE 2016 ; Conference date: 27-07-2016 Through 31-07-2016",
year = "2016",
doi = "10.1007/978-3-319-41694-6_90",
language = "British English",
isbn = "9783319416939",
series = "Advances in Intelligent Systems and Computing",
publisher = "Springer Verlag",
pages = "943--954",
editor = "Ravindra Goonetilleke and Waldemar Karwowski",
booktitle = "Advances in Physical Ergonomics and Human Factors - Proceedings of the AHFE 2016 International Conference on Physical Ergonomics and Human Factors",
address = "Germany",
}
