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新數位時代下YouTube病毒喜劇之跨文化研究

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Recognizing an increasing number of younger generations who are spending an incredible amount of time to be entertained on YouTube, this study tends to investigate how the culture on using comedic advertisement on customers’ purchase intention through a survey conducted in the cross-cultural contex

t of Vietnam and Taiwan (ROC). Surveyed participants (n =192), especially in ranges of age from 18 to 34 and extra observe age groups are suggested to watch comedic viral advertisement (ab. ad or ads) which are performed recently by young comedians/ actors in sense of humor. In this study, YouTube v

iewers are also suggested to complete a questionnaire design for measuring effectiveness beyond perceived level of consumer evaluation (attitude) toward perceived informativeness and perceived enjoyment of available ads in order to show purchase intention after stimulated by this kind of humorous vi

ral ad. The data are collected and analyzed using regression (SPSS).The results indicate that comedic advertising videos catch viewers in the high attitudinal4valuation and consequently affects the purchase intention. Although there have not been written for the difference between Vietnamese and Tai

wanese respondents who effects to purchase intention under control of amount of information they gained as well as the entertainment they enjoyed from the comedic ads, exploratory findings also clearly contribute the adaptiveness of comedic viral advertisements instead of maladaptive features and th

ere are preliminary premises for cultural study. These results in this study hence will be used as the theoretical and managerial sources of implications in design of marketing strategy for all kind of business industry to be advertised by mass media.Keywords: Social Media, YouTube, Viral Videos, Ad

vertising, Attitude, Purchase Intention, Cross-cultural Research