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2012 International Conference on Innovation and Information Management(ICIIM 2012)

作者： Hsueh-Ying Wu Hsing-Yun Chang Hsing-Hui Lin Knowledge Management at Aletheia University No.70-11 Pei-Shi-LiaoMatouTainan 721Taiwan Marketing Management at Central Taiwan University of Science and Technology No.666Buzi Rd.Beitun Dist.Taichung City 406Taiwan Hospitality Management at Taiwan Hospitality and Tourism College No.286 Chung-Hsing St.Shou-Feng TownshipHualien County974Taiwan

The study examined perceived usefulness and perceived ease of use while incorporating relative advantage,website quality,knowledge and support,information quality and trust as new constructs in predicting customers’ behavioral intention of using online *** the study adapted multiple regression analysis to represent the difference between users and potential users’ behavioral intention of using online banking in *** results found for both the potential-user group and the user group,trust demonstrated a strong effect on customers’ behavioral intention.

关键词： online banking Technique Adoptions Behavioral Intention Perceived Value

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A multimodal analysis of Piggyvest's animated advertisement videos

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Language and Semiotic Studies 2023年第2期9卷 263-289页

作者： Toluwani Deborah Odedeyi Temitope Michael Ajayi Department of Linguistics and African Languages University of IbadanIbadanNigeria

This study examines the persuasive strategies in selected animated advertisement videos by Piggyvest,the first and one of the fastest-growing online savings platforms in Nigeria,whose modus operandi is quite different from those of the conventional banking *** insights from Kress and van Leeuwen's(*** images:The grammar of visual design,2nd *** York:Routledge)Multimodal Discourse Analytic framework,12 samples of Piggyvest's animated videos(for advertisements)were randomly sampled out of the 30 videos initially purposively *** reveal metaphorisation of financial management and discipline,playing around gender-related ideas on finances,foregrounding of aspirations and financial decisions,depiction of cognitive strength and weakness on money matters,and striking a connection between money and relationships are persuasive strategies deployed in the animated advertisement videos by Piggyvest to appeal to their target audience.

关键词： animated videos multimodal discourse analysis online banking persuasion Piggyvest

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