Service Business

, Volume 4, Issue 1, pp 27–36 | Cite as

The impacts of instructional video advertising on customer purchasing intentions on the Internet

  • Kun-Huang Huarng
  • Tiffany Hui-Kuang Yu
  • Jian Jhang Huang
Original Paper


As the application of the Internet has grown rapidly, electronic commerce is expected to become increasingly prosperous. In addition, since the launching of the Internet, more media in advertising have appeared. Online customer experiences and Web 2.0 are believed to be two of the driving forces behind the growth in online sales. A more advanced advertising medium is thus needed to stimulate customers’ purchasing intentions. One creative medium of advertising on the Internet is instructional video advertising. It provides instructions on how to operate the products being sold and/or on how the products function. Hence, the customers may in this way view the advertising, and finally the intention to purchase may be triggered. In order to explore how Internet instructional video advertising may affect customers’ purchasing intentions, we propose a new model that adopts the theory of reasoned action, the technology acceptance model, and others. We perform the survey to analyze how instructional video advertising may impact customers’ purchasing intentions.


Interactivity Playfulness Technology acceptance model Theory of reasoned theory 


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Copyright information

© Springer-Verlag 2009

Authors and Affiliations

  • Kun-Huang Huarng
    • 1
  • Tiffany Hui-Kuang Yu
    • 2
  • Jian Jhang Huang
    • 3
  1. 1.Department of International TradeFeng Chia UniversityTaichungTaiwan
  2. 2.Department of Public FinanceFeng Chia UniversityTaichungTaiwan
  3. 3.Department of Business AdministrationFeng Chia UniversityTaichungTaiwan

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