期刊名称：International Journal of Japan Association for Management Systems
印刷版ISSN：1884-2089
电子版ISSN：2188-2460
出版年度：2020
卷号：12
期号：1
页码：65-70
DOI：10.14790/ijams.12.65
语种：English
出版社：日本経営システム学会
摘要：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.
关键词：a series of short-video advertisements;4A model;information processing theory
