Short-Video Advertisements and Chinese Purchasing Decisions: Testing a New Model Based on Information Processing Theory

Abstract

With the launch of 3G technology in 2001 in Japan, the Attention, Interest, Search, Action, Share model (AISAS) arose to lead advertising during that era. However, in 2010, 4G technology was launched, and online diffusion models like AISAS were no longer suitable. This paper proposes a new model, the Attention, Awareness, Affection, and Action (4A) model, and explores how a series of advertisements influence consumers' purchasing decisions. Structural equation modeling(SEM) was used to test the 4A model, and it was supported in this research experiment.