Behavior Modality of Internet Technology on Reliability Analysis and Trust Perception for International Purchase Behavior

Abstract

The proliferation of Internet technology and balance of composition in major feature of many visual products have been advantageous for businesses and changed the distribution channels through which industries reach their consumers. The intensive development of Internet technology and the increasing popularity of online shopping have further changed customers’ purchasing behaviors and the methods by which companies disseminate their video advertisements. The main research question that this study intends to answer is, “What do users do when a YouTube advertisement appears? Do they avoid or confront them?” The aim of this study is to explore the perceptions and related behaviors of international purchasing and consumers’ trust of YouTube advertisements. Statistical analyses focus on the demographics of a sample population in Thailand. The findings are based on data obtained by a questionnaire, the results of which were analyzed by t-test and multiple regression. The results indicate that YouTube advertising has a significant effect on behavioral trends. Moreover, the subjects in the sample reported that they are more likely to avoid YouTube ads than confront them. The study subjects have low satisfaction with YouTube advertising, and males have significantly lower satisfaction than females. This study also analyzes the reliability of trust perception toward purchasing. The results indicate that the reliability is greater than 90% at an α level of 5% and a 95% confidence interval.

Keywords

• YouTube advertising
• uses and gratifications approach
• demographic characteristics
• behavioral modality
• reliability