Impact of Consumer Attitude and Online Video Advert Characteristics on Consumer Purchase Decision in Nuremberg Germany

Abstract

Background: The global increased internet penetration has resulted in a shift in the way people do business. Similarly, marketers and companies have changed from traditional offline advertisements to online advertisement to increase their product reach and tap into new tech-survey customers who spend many hours online. Online Video Advertisement (OVA) is one of the forms of online advertisement that has witnessed tremendous growth over the last decade. With Germany being one of the countries with high internet penetration and high volumes of e-commerce, high internet and social media users, many companies have embraced OVA to reach this population with their brands. However, the consumers' knowledge, attitude, and perceptions of OVA have rarely been explored. It remains largely unknown how the OVA characteristics and consumer attitude on the OVA affect their purchase intention and purchase decision. In this study, we sought to assess the knowledge, attitude, and perceptions on OVA among consumers in Nuremberg, Germany and determine the influence of the OVA characteristics and consumer attitude on their purchase intention and decision.

Methods: A cross-sectional study was carried out among conveniently selected Nuremberg adult residents. A semi-structured questionnaire administered online was used for data collection using Google forms. The data was imported into Excel for cleaning before being imported into IBM Statistical Package for Social Sciences (SPSS) version 26.0 for analysis. For descriptive analysis, frequencies and percentages were used for categorical variables, while for the Likert scale data, mean and standard deviation were used. The reliability of the Likert scales was assessed using Cronbach alpha. Pearson's correlation was used to determine the association between the different scales, while Linear and multiple linear regression were used to quantify the association between perceptions on OVA influence of the OVA characteristics and consumer attitude (explanatory variables) and purchase intention and decision (outcome variable).

Results: Of the 206 participants, 128 (62.1%) were male. Most (135; 65.5%) had frequently seen OVA, 194 (94.2%), saw it in the last one month, 169 (82.0%) on YouTube, 13 (6.3%) on Facebook, and 7 (3.4%) on Instagram. A total of 195 (94.7%) preferred OVA with the skip option. More than half (104; 50.5%) agreed that OVA reinforce product familiarity. There was a strong significant positive correlation between attitude towards OVA (r=0.622; P-value<0.001) and content and quality of OVA (r=0.602; P-value<0.001) and purchase intention. In the multiple regression analysis, attitude towards OVA, invasiveness of OVA, and OVA quality and content were significantly associated with intention to purchase and purchase decision for the advertised product (P value<0.001).

Conclusion: The positive attitude of the consumer on OVA, and its content and quality are key aspects that influence consumers to purchase the advertised product while invasiveness of the OVA seems to put them off. This has implication for marketers as these are key aspects that they need to consider in designing OVA to ensure that they result in improved sales hence value for money invested in OVA advertisements.

Keywords: Online Video Advertisement, Consumer decision, consumer purchase, marketing.

DOI: 10.7176/JMCR/81-01

Publication date:August 31^st 2021