The Research of Consumers’ Purchase Intention Based on the Influence of Advertising Creativity of Online Video Advertisements

To deeply explore the relationship between advertising creativity and consumers’ purchase intention and its influence path, 279 valid questionnaires were collected, and structural equation modeling was used to analyze the collected data. Results show that: (1) advertising creativity is positively correlated with purchase intention; (2) advertising creativity is positively correlated with perceived entertainment and informativeness of advertisements and negatively correlated with perceived irritation of advertisements; (3) perceived entertainment and informativeness of advertisements are positively correlated with advertising value, but there is no negative correlation between perceived irritation of advertisements and advertising value; (4) advertising value is positively correlated with purchase intention.