FACTORS AFFECTING ONLINE ADVERTISING ON YOUTUBE IN VIDEO FORM ON BUYING INTENTION OF CONSUMERS IN HO CHI MINH CITY

Abstract

YouTube is considered a huge channel to reach potential customers. Therefore, online advertising on YouTube has become an effective marketing channel chosen by many businesses to reach and attract customers. This topic was conducted with the aim of determining the factors that influence online advertising on Youtube on the purchasing intention of consumers in the city. HCM. Then measure and test the impact of the factors to propose some implications to help businesses improve the effectiveness of online advertising on Youtube. Based on the theoretical basis of previous research articles on factors influencing advertising on purchasing intentions of consumers both domestically and internationally. The proposed research model includes five independent variables: (1) Reliability, (2) Entertainment, (3) Video features, (4) Information, (5) Annoyance and one variable depends: Purchase intention. Based on a survey sample of 250 users who regularly watch and use the Youtube platform in Ho Chi Minh City to evaluate the scale and research model. Conducting Cronbach's Alpha reliability test, EFA exploratory factor analysis, and regression correlation test to draw conclusions about the level of impact of the factors. The results show that there are 4 factors that directly affect consumers' purchase intention: Reliability, entertainment, information and video features. These findings help researchers and businesses better understand consumer behavior through online advertising on Youtube.