标题: | Consumer Attitudes Toward Online Video Advertising: An Empirical Study on YouTube as Platform |
作者: | Yang, K. C. Yang, C. Huang, C. H. Shih, P. H. Yang, S. Y. 经营管理研究所 Institute of Business and Management |
关键字: | Consumer attitudes;Online video advertising;YouTube |
公开日期: | 1-一月-2014 |
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. |
URI: | http://hdl.handle.net/11536/146809 |
ISSN: | 2157-3611 |
期刊: | 2014 IEEE INTERNATIONAL CONFERENCE ON INDUSTRIAL ENGINEERING AND ENGINEERING MANAGEMENT (IEEM) |
起始页: | 1131 |
结束页: | 1135 |
显示于类别: | Conferences Paper |