Title: Consumer Attitudes Toward Online Video Advertising: An Empirical Study on YouTube as Platform
Authors: Yang, K. C.
Yang, C.
Huang, C. H.
Shih, P. H.
Yang, S. Y.
經營管理研究所
Institute of Business and Management
Keywords: Consumer attitudes;Online video advertising;YouTube
Issue Date: 1-Jan-2014
Abstract: 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
Journal: 2014 IEEE INTERNATIONAL CONFERENCE ON INDUSTRIAL ENGINEERING AND ENGINEERING MANAGEMENT (IEEM)
Begin Page: 1131
End Page: 1135
Appears in Collections:Conferences Paper