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What is Impact of Product Videos on Purchase Intent about?

This study examines the impact of product presentation videos, brand familiarity, and processing fluency on mental imagery and purchase intention among Generation Z consumers. Utilizing the SOR theory, the research found that processing fluency and product presentation videos significantly influence mental imagery, while predicted happiness strongly affects purchase intention. Data collected from 375 respondents revealed that mental imagery mediates the relationship between predicted happiness and purchase

Author

tathithuytrang575

Language

EN