LIU, Yuting



Faculty of Commerce, School of Commerce

Job title

Research Associate

Professional Memberships 【 display / non-display

  • 2019.05


  • 2016.07



Research Areas 【 display / non-display

  • Commerce   広告

Papers 【 display / non-display

Research Projects 【 display / non-display

  • 字幕付き動画広告に対する消費者の知覚:視聴環境の違いに注目して

    Project Year :


  • 字幕付きCMが一般消費者に与える影響

    Project Year :



Presentations 【 display / non-display

  • The Role of QR Codes in Green Advertisements: An empirical research combining TAM and perceived green value and green trust

    Siwei Li, Morikazu Hirose, Yuting Liu, Kei Mineo

    2020 Global Marketing Conference 

    Presentation date: 2020.11

  • Examining the Role of Screen Size and Ad Skepticism on Consumer Attitudes Toward Subtitled Video Ads: An Investigation and Analysis of Moderated Moderation

    Yuting Liu, Kei Mineo, Morikazu Hirose

    2020 Global Marketing Conference 

    Presentation date: 2020.11

  • 字幕付きCMに対する消費者の知覚:認知欲求を用いた検討



    Presentation date: 2019.11

  • Is Subtitling Video Advertisements Always Effective and Useful Enough for Desired Communication? The Moderation Role of Consumer Advertising Skepticism

    Yuting Liu, Morikazu Hirose, Kei Mineo

    18th International Conference on Research in Advertising 2019 

    Presentation date: 2019.06

    Event date:
  • The Effects of Subtitled Commercials for Deaf People: An Interview Survey in Japan

    Yuting Liu, Morikazu Hirose

    17th International Conference on Research in Advertising 2018 

    Presentation date: 2018.06

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Specific Research 【 display / non-display

  • 字幕付き動画広告が日本語学習者としての消費者に与える影響


     View Summary

    In Japan, more and more video ads with same-language subtitles onwebsites and social media are viewed by not only native speakers but also non-nativespeakers. So many studies have revealed the same-language subtitles effects ineducational contexts, however, little is known about the effects of thesame-language subtitles in advertising contexts. This study reveals theperspective of non-native Japanese speakers toward the subtitled video ads inJapanese. Depth interviews were conducted among Chinese participants in Japan, whosemother language is not Japanese, but with advanced level of Japanese. Accordingto the results, it turned out same-language subtitles can be expected to enhancead content comprehension and the engagement of the video ads. When the ads withsame-language subtitles are highly relevant to viewers, the attitudes toward thead and the brand could be positively influenced. Moreover, adding subtitlescould draw viewers’ attention to the video ads which are low relevant to theviewers themselves. During this situation, the quality of the visual aspect ofthe subtitles (such as font, size, the display position) and how easilysubtitles could be decoded can influence the attitudes toward the ad and thebrand. However, when the ad content is difficult to understand or the visualquality of subtitles is low, it is difficult to keep viewers’ attention.This study contributes to the advertisers who are making video adstargeting not only local people but also non-native speakers.