Key factors in watching viral video marketing affect to customer purchase intention
Abstract
The aim of this study is to identify which factors affect to customer purchase intention after watching viral video marketing. Main method used for this study is quantity method which includes some tests such as descriptive analysis, reliability analysis, EFA, SEM. The respondents in this study mainly from Vietnamese whom at least watch viral video marketing in past 12 months or at least they have enough knowledge, experience to answer the questions which are designed from questionnaire. The number of respondents is 318. The result of the research shown that there are significant relationships between customer purchase intention and frequency watching viral video marketing also some factors have their own affection toward frequency watching viral video marketing. Moreover, those factors affects directly toward customer purchase intention. The study already give some recommendations, strategies to gain attention of customer to boost the revenue of the product as much as they can.