THE IMPACT OF ADVERTISING VIDEO QUALITY ON THE PURCHASE INTENTION OF SAUDI CONSUMERS ON DIGITAL PLATFORMS

Abstract

This study aimed to investigate the impact of advertising video quality on the purchase intention of Saudi consumers. The study employed a quantitative approach using the PLS-SEM structural equation model via Smart PLS software, with a sample of 480 participants from various regions across the Kingdom. The results showed that all three variables had a significant positive impact on purchase intention. Visual appeal demonstrated the strongest effect (β = 0.37, p < 0.001), followed by information quality (β = 0.31, p < 0.001), and then user atmosphere (β = 0.24, p < 0.001). The results also confirmed that the study variables explained a significant proportion of the variance in purchase intention, with an explanation coefficient (R² = 0.58). Furthermore, the effect size values ​​indicated that visual appeal was the largest influence (f² = 0.18), in addition to the model's good predictive power (Q² = 0.32) and strong quality of fit (SRMR = 0.041). The study concluded that the quality of advertising videos—with their cognitive, visual, and social dimensions—is a pivotal factor in shaping the purchasing intention of Saudi consumers in digital environments.