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Abstract This research tried to explore a new extended model based on cognitive response model and the most representative four models under the background of network video marketing. Combined with psychological theories of “perceptual control”, this study aimed to find out how the online video patch advertising would influence the users’ attitude and their future behavior toward the online video platform and the brand. The hypothesis based on literatures and reviews were verified through the empirical analysis.The results shows that the video patch advertising affects the platform statistically; the brand familiarity, online video utilization and the genders are important moderators.
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Received: 30 October 2014
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2016, Vol. 13 
