| Summary: | 碩士 === 康寧大學 === 生產事業管理研究所 === 101 === As networks become more popular, the convenience of smart phones and tablet PCs are also getting more convenience. The advertising industry seems to find a new communication tool for consumers - Mini Short Video Advertising . Compared with traditional advertising, the Mini Short Video Advertising not only can promote products, but also because of the greater flexibility of time, can tell more emotional stories. It can convey the company’s philosophy, social responsibility, and brand culture through stories and achieve better brand marketing effect by stimulating the audience's sympathy.
This study is to investigate the effect on the Mini Short Video Advertising involvement and the experience toward brand attitude and purchase intention .From the empirical results ,Involvement toward the experience elements of surprise, suspense , learning , aesthetic, entertainment and experience emotion showed a significant positive influence. Surprise, learning and aesthetic experience elements toward the brand attitude partly have a significant positive effect .But suspense and entertainment elements do not have a significant positive effect. Surprise and learning experience elements toward purchase intention partly have a significant positive effect . But suspense, entertainment and aesthetic elements do not have a significant positive effect. Experiences of emotion on brand attitude and purchase intention are with a significant positive impact. Brand attitude toward purchase intention is also with a significant positive influence.
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