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A study of factors that affect consumer's attitude toward a "skippable in-stream ad" on YouTube

by Tidarat Chungviwatanant; Kriengsin Prasongsukarn; Sming Chungviwatanant

Title:

A study of factors that affect consumer's attitude toward a "skippable in-stream ad" on YouTube

Author(s):

Tidarat Chungviwatanant
Kriengsin Prasongsukarn
Sming Chungviwatanant

Issued date:

2016

Citation:

AU-GSB e-JOURNAL 9, 1 (June 2016), 83-96

Abstract:

Understanding consumer's attitudes toward advertising is imperative for marketers/advertisers. This research aims to study the factors that affect consumer's attitude toward a "skippable in-stream ad" on YouTube. The independent variables are "entertainment," "informativeness, " "credibility," and "irritation." The dependent variable is "consumer's attitude toward a 'skippable in-stream ad' on YouTube. The researcher used convenience sampling and online survey to develop and distribute questionnaires to the target population. The target population is consumers who have had some experiences and/or exposures to a "skippable instream ad" on YouTube. The researcher obtained data from 294 respondents; however, only 290 respondents met the research's requirement. Pearson correlation coefficient, multiple linear regression, independent sample t-test, and one-way analysis of variance (ANOVA) were conducted in this research. The findings indicate that "entertainment, " "informativeness," and "credibility" have a positive relationship with "consumer's attitude toward a 'skippable in-stream ad' on YouTube" while "irritation" has a negative relationship with "consumer's attitude toward a 'skippable in-stream ad' on YouTube." "Entertainment," "credibility, and "irritation" are significant factors in predicting "consumer's attitude toward a 'skippable in-stream ad' oh YouTube." The findings also suggest that a "skippable in-stream ad" should appear pre-video and the appropriate length of the ad should be around 15 seconds and not more than 20 seconds.

Subject(s):

AU-GSB e-Journal
AU-GSB e-Journal -- 2016

Keyword(s):

Entertainment
Informativeness
Credibility
Irritation
Attitude toward advertising
A "skippable in-stream ad," YouTube

Resource type:

Journal Article

Extent:

14 pages

Type:

Text

File type:

application/pdf

Language:

eng

Rights:

This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.

Rights holder(s):

Assumption University

URI:

http://repository.au.edu/handle/6623004553/18870
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  • AU GSB: Vol. 9, No. 1 (June 2016) [5]


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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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