Factors Influencing the Intention to Watch Online Video Advertising

被引：18

作者：

Lee, Joonghwa ^{[2
]}

Lee, Mira ^{[1
]}

机构：

[1] Chung Ang Univ, Coll Business & Econ, Seoul 156756, South Korea

[2] Univ Missouri, Missouri Sch Journalism, Columbia, MO USA

来源：

CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING | 2011年 / 14卷 / 10期

关键词：

REASONED ACTION; PAST BEHAVIOR; DETERMINANTS; WEB;

D O I：

10.1089/cyber.2009.0305

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

This study examines the factors influencing consumer intention to watch online video ads, by applying the theory of reasoned action. The attitude toward watching online video ads, the subjective norm, and prior frequency of watching online video ads positively influence the intention to watch online video ads. Further, beliefs held about entertainment and information outcomes from watching online video ads and subjective norm influence attitude toward watching these ads.

引用

页码：619 / 624

页数：6

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