Abstract:
This study examines the influence of digitat natives' attitudes on impulsive buying
tendency, with particular emphasis on the mediating role of attitude toward online video
advertisement. The research was conducted in the Jaffna District of Sri Lanka, focusing on
Instagram users identified as digital natives. [t explores four key dimensions of digital
natives,attitudes, namely informativeness, entertainment, personalization, and credibility,
and analyzes how these dimensions affect both attitude toward online video advertisement
and impulsive buYing tendencY.
primary data were collected using a structured questionnaire adminiitered to 400
respondents through convenience sampling. The study employed descriptive statistics'
correlation analysis, regression analysis, and mediation testing to investigate the
relationships among the variables.
The findings reveal that all four components of digital natives' attitudes significantly
enhance attitude toward online video advertisement. Additionally, attitude toward online
video advertisement exerts a strong positive inflrtence on impulsive buying tendency'
Among the attitude factors examined, credibility emerged as the most influential, while
attitude toward online video advertisement was confirmed as a mediator between digital
natives' attitudes and irnpulsive buying tendency'
This research contributes both theoretically and practically by deepening the understanding
of how digital natives engage with online video advertisements and the factors drivingtheir
impulsive buying behavior. The insights gained offer valuable guidance for marketers and
advertisers aiming to develop more effective and engaging video content that resonates
with digital natives.
Keywords: Digitat Ncrtiyes' Attitttdes, Informativeness, Entertainment, Persanalization'
Crertibitity, Attittrde toward Online Vicleo Atlvertisement, Impulsive Buying Teru)ency
