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
收藏
页码：1131 / 1135
页数：5
相关论文
共 50 条
  • [31] Investigating Consumer Attitudes Toward Recessive Advertising in Short-Form Videos
    Fu, Xiaoliang
    Liu, Lili
    Liang, Siyi
    Ling, Zipei
    Qian, Xiarui
    Mao, Zhewei
    HCI IN BUSINESS, GOVERNMENT AND ORGANIZATIONS, PT I, HCIBGO 2024, 2024, 14720 : 23 - 32
  • [32] Consumer perceptions of information features in healthcare service advertisements and attitudes toward advertising
    Park, Sung-Yeon
    Yun, Gi Woong
    Cook, Daniel M.
    Coppes, Max J.
    INTERNATIONAL JOURNAL OF PHARMACEUTICAL AND HEALTHCARE MARKETING, 2023, 17 (02) : 209 - 228
  • [33] Taking your medicine? Attitudes toward direct-to-consumer advertising (DTCA)
    Ceccoli, Stephen J.
    Klotz, Robert J.
    SOCIAL SCIENCE JOURNAL, 2013, 50 (04): : 501 - 509
  • [34] Consumer skepticism toward advertising: A scale validation study
    Katzer, Juliane
    Bohner, Gerd
    INTERNATIONAL JOURNAL OF PSYCHOLOGY, 2008, 43 (3-4) : 145 - 145
  • [35] Attitudes of older Americans toward direct-to-consumer advertising: Predictors of impact
    Marinac, JS
    Godfrey, LA
    Buchinger, C
    Sun, C
    Wooten, J
    Willsie, SK
    DRUG INFORMATION JOURNAL, 2004, 38 (03): : 301 - 311
  • [36] Consumer Attitudes and Purchase Intentions toward Food Delivery Platform Services
    Chen, Han-Shen
    Liang, Chia-Hsing
    Liao, Shu-Yi
    Kuo, Hung-Yu
    SUSTAINABILITY, 2020, 12 (23) : 1 - 18
  • [37] Factors of consumer purchasing online: An empirical study
    Li, J
    Sha, W
    PROCEEDINGS OF INTERNATIONAL CONFERENCE ON E-BUSINESS (ICEB2002), 2002, : 563 - 566
  • [38] Investigating consumer attitudes and intentions toward online fashion renting retailing
    Lee, Stacy H. N.
    Chow, Pui-Sze
    JOURNAL OF RETAILING AND CONSUMER SERVICES, 2020, 52
  • [39] Optimal Reserve Prices in Upstream Auctions: Empirical Application on Online Video Advertising
    Alcobendas, Miguel Angel
    Chammas, Sheide
    Lee, Kuang-chih
    KDD'16: PROCEEDINGS OF THE 22ND ACM SIGKDD INTERNATIONAL CONFERENCE ON KNOWLEDGE DISCOVERY AND DATA MINING, 2016, : 1395 - 1404
  • [40] Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries
    Wang, Ying
    Sun, Shaojing
    INTERNATIONAL BUSINESS REVIEW, 2010, 19 (04) : 333 - 344
12345