IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v17y2020i5p1501-d325278.html
   My bibliography  Save this article

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Author

Listed:
  • Jie Zhao

    (School of Business, Anhui University, Hefei 230601, China)

  • Jianfei Wang

    (School of Business, Anhui University, Hefei 230601, China
    School of Management, Hefei University of Technology, Hefei 230602, China)

Abstract

The rapid development of short-video social network platforms provides us with an opportunity to conduct health-related advertising and recommendation. However, so far, there are no empirical evidence on whether users are willing to accept health-related short-video advertisements. Here, acceptance refers to purchase intention, meaning that users will read short-video ads, share ads with others, or even open the product link embedded in ads to purchase the product. In this paper, we make the first attempt to model and quantify user acceptance of health-related short-video advertisements. Particularly, we propose a new research model that enhances the Technology Acceptance Model (TAM) with two new designs. First, we propose four new antecedents including social interaction, intrusiveness, informativeness, and relevance into the original TAM to reflect the features of short-video social networks. Second, we introduce two mediator variables including perceived usefulness and attitude so that we can better study how different factors affect user acceptance of health-related short-video ads. We perform a survey on the Internet and conduct an empirical analysis of the surveyed data. The results show that the four antecedents as well as the perceived ease of use have significant influences on perceived usefulness, attitude, and purchase intention. Further, perceived usefulness plays a valid mediating role in attitude and purchase intention. We also found that users’ perceived ease of use on health-related short-video ads cannot significantly predict users’ attitudes toward ads. This is a new finding in social media-oriented ads. Finally, we integrate the empirical findings and present reasonable suggestions for advertisers and marketers to promote health-related short-video ads.

Suggested Citation

  • Jie Zhao & Jianfei Wang, 2020. "Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model," IJERPH, MDPI, vol. 17(5), pages 1-21, February.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:5:p:1501-:d:325278
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/17/5/1501/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/17/5/1501/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jie Zhao & Jianfei Wang & Suping Fang & Peiquan Jin, 2018. "Towards Sustainable Development of Online Communities in the Big Data Era: A Study of the Causes and Possible Consequence of Voting on User Reviews," Sustainability, MDPI, vol. 10(9), pages 1-18, September.
    2. Yogesh K. Dwivedi & Nripendra P. Rana & Anand Jeyaraj & Marc Clement & Michael D. Williams, 2019. "Re-examining the Unified Theory of Acceptance and Use of Technology (UTAUT): Towards a Revised Theoretical Model," Information Systems Frontiers, Springer, vol. 21(3), pages 719-734, June.
    3. Alalwan, Ali Abdallah, 2018. "Investigating the impact of social media advertising features on customer purchase intention," International Journal of Information Management, Elsevier, vol. 42(C), pages 65-77.
    4. En Mao & Jing Zhang, 2017. "What Affects Users to Click on Display Ads on Social Media? The Roles of Message Values, Involvement, and Security," Journal of Information Privacy and Security, Taylor & Francis Journals, vol. 13(2), pages 84-96, April.
    5. Jan Krämer & Daniel Schnurr & Michael Wohlfarth, 2019. "Winners, Losers, and Facebook: The Role of Social Logins in the Online Advertising Ecosystem," Management Science, INFORMS, vol. 65(4), pages 1678-1699, April.
    6. Jie Zhao & Chanjuan Zhu & Zhixiang Peng & Xin Xu & Yan Liu, 2018. "User Willingness toward Knowledge Sharing in Social Networks," Sustainability, MDPI, vol. 10(12), pages 1-27, December.
    7. Jie Zhao & Suping Fang & Peiquan Jin, 2018. "Modeling and Quantifying User Acceptance of Personalized Business Modes Based on TAM, Trust and Attitude," Sustainability, MDPI, vol. 10(2), pages 1-26, January.
    8. Lee, Jieun & Hong, Ilyoo B., 2016. "Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity," International Journal of Information Management, Elsevier, vol. 36(3), pages 360-373.
    9. Tran, Trang P., 2017. "Personalized ads on Facebook: An effective marketing tool for online marketers," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 230-242.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Carlos de las Heras-Pedrosa & Dolores Rando-Cueto & Carmen Jambrino-Maldonado & Francisco J. Paniagua-Rojano, 2020. "Exploring the Social Media on the Communication Professionals in Public Health. Spanish Official Medical Colleges Case Study," IJERPH, MDPI, vol. 17(13), pages 1-17, July.
    2. Muhammad Ilyas & Arif ud din & Muhammad Haleem & Irshad Ahmad, 2023. "Digital entrepreneurial acceptance: an examination of technology acceptance model and do-it-yourself behavior," Journal of Innovation and Entrepreneurship, Springer, vol. 12(1), pages 1-19, December.
    3. Fu, Xiaolan & Ghauri, Pervez & Ogbonna, Nwamaka & Xing, Xiaoqiang, 2023. "Platform-based business model and entrepreneurs from Base of the Pyramid," Technovation, Elsevier, vol. 119(C).
    4. Dongmei Li & Ung T’chiang Chow & Cecilia Yin Mei Cheong, 2022. "A Critical Genre Analysis of Covert Advertising Through Short-Videos in Douyin: The Chinese Version of Tik-Tok," SAGE Open, , vol. 12(4), pages 21582440221, November.
    5. Jorge Serrano-Malebran & Cristian Vidal-Silva & Iván Veas-González, 2023. "Social Media Marketing as a Segmentation Tool," Sustainability, MDPI, vol. 15(2), pages 1-16, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Abbasi, Amir Zaib & Tsiotsou, Rodoula H. & Hussain, Khalil & Rather, Raouf Ahmad & Ting, Ding Hooi, 2023. "Investigating the impact of social media images’ value, consumer engagement, and involvement on eWOM of a tourism destination: A transmittal mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    2. Zafar, Abaid Ullah & Shahzad, Mohsin & Ashfaq, Muhammad & Shahzad, Khuram, 2023. "Forecasting impulsive consumers driven by macro-influencers posts: Intervention of followers' flow state and perceived informativeness," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    3. Jie Zhao & Chanjuan Zhu & Zhixiang Peng & Xin Xu & Yan Liu, 2018. "User Willingness toward Knowledge Sharing in Social Networks," Sustainability, MDPI, vol. 10(12), pages 1-27, December.
    4. Kareem M. Selem & Muhammad Haroon Shoukat & Syed Asim Shah & Marianny Jessica Brito Silva, 2023. "The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    5. Jiaqi Liu & Zhenping Zhang & Jiayin Qi & Hong Wu & Manyi Chen, 2019. "Understanding the Impact of Opinion Leaders’ Characteristics on Online Group Knowledge-Sharing Engagement from In-Group and Out-Group Perspectives: Evidence from a Chinese Online Knowledge-Sharing Com," Sustainability, MDPI, vol. 11(16), pages 1-28, August.
    6. Jie Zhao & Zhixiang Peng, 2019. "Shared Short-Term Rentals for Sustainable Tourism in the Social-Network Age: The Impact of Online Reviews on Users’ Purchase Decisions," Sustainability, MDPI, vol. 11(15), pages 1-19, July.
    7. Haibei Chen & Xianglian Zhao, 2023. "Use intention of green financial security intelligence service based on UTAUT," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(10), pages 10709-10742, October.
    8. Syed Imran Zaman & Sharfuddin Ahmed Khan & Sahar Qabool & Himanshu Gupta, 2023. "How digitalization in banking improve service supply chain resilience of e-commerce sector? a technological adoption model approach," Operations Management Research, Springer, vol. 16(2), pages 904-930, June.
    9. Cristopher Siegfried Kopplin, 2021. "Two heads are better than one: matchmaking tools in coworking spaces," Review of Managerial Science, Springer, vol. 15(4), pages 1045-1069, May.
    10. Das, Kallol & Patel, Jayesh D. & Sharma, Anuj & Shukla, Yupal, 2023. "Creativity in marketing: Examining the intellectual structure using scientometric analysis and topic modeling," Journal of Business Research, Elsevier, vol. 154(C).
    11. Noor Irliana Mohd Rahim & Noorminshah A. Iahad & Ahmad Fadhil Yusof & Mohammed A. Al-Sharafi, 2022. "AI-Based Chatbots Adoption Model for Higher-Education Institutions: A Hybrid PLS-SEM-Neural Network Modelling Approach," Sustainability, MDPI, vol. 14(19), pages 1-22, October.
    12. Chia-Chien Hsu & Brian Sandford & Chia-Ju Ling & Ching-Torng Lin, 2021. "Can the Unified Theory of Acceptance and Use of Technology (UTAUT) Help Explain Subjective Well-Being in Senior Citizens due to Gateball Participation?," IJERPH, MDPI, vol. 18(17), pages 1-15, August.
    13. María Dolores Aledo‐Ruiz & Eva Martínez‐Caro & José Manuel Santos‐Jaén, 2022. "The influence of corporate social responsibility on students' emotional appeal in the HEIs: The mediating effect of reputation and corporate image," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(3), pages 578-592, May.
    14. Bhukya, Ramulu & Paul, Justin, 2023. "Social influence research in consumer behavior: What we learned and what we need to learn? – A hybrid systematic literature review," Journal of Business Research, Elsevier, vol. 162(C).
    15. Baabdullah, Abdullah M. & Alalwan, Ali Abdallah & Algharabat, Raed S. & Metri, Bhimaraya & Rana, Nripendra P., 2022. "Virtual agents and flow experience: An empirical examination of AI-powered chatbots," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    16. Sheng Bin, 2023. "Social Network Emotional Marketing Influence Model of Consumers’ Purchase Behavior," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    17. Nur Farihah Bt. Isamudin & Muhammad Tahir Jan, 2021. "The Impact of Advertising Appeals on Purchase Intention for Women’s Fashion Products in Malaysia," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(12), pages 19-36.
    18. Yaxue Ma & Zhichao Ba & Yuxiang Zhao & Jin Mao & Gang Li, 2021. "Understanding and predicting the dissemination of scientific papers on social media: a two-step simultaneous equation modeling–artificial neural network approach," Scientometrics, Springer;Akadémiai Kiadó, vol. 126(8), pages 7051-7085, August.
    19. Acharya, Abhilash & Singh, Sanjay Kumar & Pereira, Vijay & Singh, Poonam, 2018. "Big data, knowledge co-creation and decision making in fashion industry," International Journal of Information Management, Elsevier, vol. 42(C), pages 90-101.
    20. Kamoonpuri, Sana Zehra & Sengar, Anita, 2023. "Hi, May AI help you? An analysis of the barriers impeding the implementation and use of artificial intelligence-enabled virtual assistants in retail," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:17:y:2020:i:5:p:1501-:d:325278. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.