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
  • [21] Optimising Toward Completed Videos in an Online Video Advertising Exchange
    McIlwraith, Douglas
    Catalucci, Andrea
    Boyd, Sam
    Aghrout, Raouf
    Guo, Yi-ke
    2018 IEEE 42ND ANNUAL COMPUTER SOFTWARE AND APPLICATIONS CONFERENCE (COMPSAC), VOL 1, 2018, : 528 - 533
  • [22] Accountants' attitudes toward advertising: a longitudinal study
    Clow, Kenneth E.
    Stevens, Robert E.
    McConkey, C. William
    Loudon, David L.
    JOURNAL OF SERVICES MARKETING, 2009, 23 (2-3) : 125 - 131
  • [23] An Empirical Study of Online Advertising Market Regulation
    Ruan, Lihua
    Tian, Ding
    EIGHTH WUHAN INTERNATIONAL CONFERENCE ON E-BUSINESS, VOLS I-III, 2009, : 227 - 232
  • [24] An Empirical Study on Performance Measures for Online Advertising
    McInroy, Ben
    Feng, Wenying
    Pan, Yuanyi
    2015 12TH INTERNATIONAL CONFERENCE ON INFORMATION TECHNOLOGY - NEW GENERATIONS, 2015, : 38 - 43
  • [25] THE ATTITUDES OF SLOVAK DIGITAL NATIVE STUDENTS TOWARDS ONLINE VIDEO ADVERTISING
    Miklosik, Andrej
    Starchon, Peter
    Jantova, Martina
    Kuchta, Martin
    COMMUNICATION TODAY, 2022, 13 (01): : 92 - +
  • [26] How to improve consumer attitudes toward using credit cards online: An experimental study
    Shu, Wesley
    Cheng, Chiang Yu
    ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS, 2012, 11 (04) : 335 - 345
  • [27] An Empirical Study on Consumer Attitude towards Web Advertising
    Singh, Pravin Chandra
    Kumar, Avinash
    Pandey, Vinod
    Pandey, Abhishek Kumar
    PACIFIC BUSINESS REVIEW INTERNATIONAL, 2023, 15 (12): : 26 - 38
  • [28] The role of FoMO mediating the effect of scarcity on attitudes toward online advertising
    Marta, Laila S.
    INTERNATIONAL JOURNAL OF PSYCHOLOGY, 2023, 58 : 275 - 275
  • [29] A Study on Characterizing the Ecosystem of Monetizing Video Spams on YouTube Platform
    Tripathi, Ashutosh
    Bharti, Kusum Kumari
    Ghosh, Mohona
    IIWAS2019: THE 21ST INTERNATIONAL CONFERENCE ON INFORMATION INTEGRATION AND WEB-BASED APPLICATIONS & SERVICES, 2019, : 222 - 231
  • [30] Attitudes of Older Americans toward Direct-to-Consumer Advertising: Predictors of Impact
    Jacqueline S. Marinac
    Lincoln A. Godfrey
    Colleen Buchinger
    Chao Sun
    James Wooten
    Sandra K. Willsie
    Drug information journal : DIJ / Drug Information Association, 2004, 38 (3): : 301 - 311
12345