MUSTAFA MOHAMMAD TAYSEER ABUMOGHLI
DOI: https://doi.org/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.
