Consumer Attitudes Toward Online Video Advertising: An Empirical Study on YouTube as Platform

被引：0

作者：

Yang, K. C. ^{[1
]}

Yang, C. ^{[2
]}

Huang, C. H. ^{[3
]}

Shih, P. H. ^{[4
]}

Yang, S. Y. ^{[4
]}

机构：

[1] Hwa Hsia Technol Univ, Dept Informat Management, New Taipei, Taiwan

[2] Natl Chiao Tung Univ, Inst Business & Management, Taipei, Taiwan

[3] Natl Taipei Coll Business, Dept Business Adm, Taipei, Taiwan

[4] Natl Chiao Tung Univ, Inst Informaiton Management, Hsinchu, Taiwan

来源：

2014 IEEE INTERNATIONAL CONFERENCE ON INDUSTRIAL ENGINEERING AND ENGINEERING MANAGEMENT (IEEM) | 2014年

关键词：

Consumer attitudes; Online video advertising; YouTube; FLOW; DIMENSIONALITY; BELIEFS; MEDIA; PLAY;

D O I：

暂无

中图分类号：

T [工业技术];

学科分类号：

08 ;

摘要：

The usage of Internet is getting widespread, and the service of online video is getting more and more popular. The revenue of the web service providers comes mostly from the advertisements. This study investigates the attitudes toward the advertisements while watching online videos in YouTube. We followed the research of users' attitudes toward advertisements (Brackett & Carr, 2001) and combined it with the theory of reasoned action and the flow theory in the psychology. This study investigates the factor affecting attitudes toward advertisements and the influence to behaviors. Our findings show that the model explained most of the variance of attitudes toward advertisements in sites providing services of online videos indicating that the model is confirmed in the situation of online video advertising. The conclusion and managerial implications have further discussions.

引用

页码：1131 / 1135

页数：5

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