影响观看在线视频广告意愿的因素。

Factors influencing the intention to watch online video advertising.

机构信息

Missouri School of Journalism, University of Missouri, Columbia, Missouri, USA.

出版信息

Cyberpsychol Behav Soc Netw. 2011 Oct;14(10):619-24. doi: 10.1089/cyber.2009.0305. Epub 2011 Apr 8.

DOI:10.1089/cyber.2009.0305

Abstract

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.

摘要

本研究通过应用理性行为理论，考察了影响消费者观看在线视频广告意愿的因素。观看在线视频广告的态度、主观规范和先前观看在线视频广告的频率对观看在线视频广告的意愿有积极影响。此外，观看在线视频广告所带来的娱乐和信息结果的信念以及主观规范会影响对观看这些广告的态度。

相似文献

Factors influencing the intention to watch online video advertising.影响观看在线视频广告意愿的因素。

Cyberpsychol Behav Soc Netw. 2011 Oct;14(10):619-24. doi: 10.1089/cyber.2009.0305. Epub 2011 Apr 8.

Drug information-seeking intention and behavior after exposure to direct-to-consumer advertisement of prescription drugs.接触处方药直接面向消费者的广告后的药物信息寻求意图与行为。

Res Social Adm Pharm. 2005 Jun;1(2):251-69. doi: 10.1016/j.sapharm.2005.03.010.

Health Advertising on Short-Video Social Media: AStudy on User Attitudes Based on the ExtendedTechnology Acceptance Model.短视频社交媒体中的健康广告：基于扩展技术接受模型的用户态度研究。

Int J Environ Res Public Health. 2020 Feb 26;17(5):1501. doi: 10.3390/ijerph17051501.

Factors influencing clicking of banner ads on the WWW.影响万维网上横幅广告点击量的因素。

Cyberpsychol Behav. 2003 Apr;6(2):201-15. doi: 10.1089/109493103321640400.

Trust in prescription drug brand websites: website trust cues, attitude toward the website, and behavioral intentions.信任处方药品牌网站：网站信任线索、对网站的态度和行为意向。

J Health Commun. 2014;19(2):170-91. doi: 10.1080/10810730.2013.798386. Epub 2013 Oct 4.

The effect of electronic cigarette advertising on intended use among college students.电子烟广告对大学生预期使用情况的影响。

Addict Behav. 2015 Jul;46:77-81. doi: 10.1016/j.addbeh.2015.03.005. Epub 2015 Mar 16.

The influence of an online auction's product price and e-retailer reputation on consumers' perception, attitude, and behavioral intention.在线拍卖产品价格和电子零售商声誉对消费者感知、态度和行为意向的影响。

Scand J Psychol. 2011 Jun;52(3):290-302. doi: 10.1111/j.1467-9450.2011.00875.x. Epub 2011 Feb 21.

Understanding use of consumer protection tools among Internet gambling customers: Utility of the Theory of Planned Behavior and Theory of Reasoned Action.理解互联网赌博客户对消费者保护工具的使用：计划行为理论和理性行为理论的效用。

Addict Behav. 2019 Dec;99:106050. doi: 10.1016/j.addbeh.2019.106050. Epub 2019 Jul 18.

Do Chinese viewers watch e-sports games for a different reason? Motivations, attitude, and team identification in predicting e-sports online spectatorship.中国观众观看电子竞技比赛的原因是否不同？预测电子竞技在线观众行为的动机、态度和团队认同

Front Psychol. 2023 Oct 13;14:1234305. doi: 10.3389/fpsyg.2023.1234305. eCollection 2023.

Consumer responses to advertising on the Internet: the effect of individual difference on ambivalence and avoidance.消费者对互联网广告的反应：个体差异对矛盾心理和回避行为的影响。

Cyberpsychol Behav. 2007 Apr;10(2):258-66. doi: 10.1089/cpb.2006.9960.

文献检索

告别复杂PubMed语法，用中文像聊天一样搜索，搜遍4000万医学文献。AI智能推荐，让科研检索更轻松。

立即免费搜索

文件翻译

保留排版，准确专业，支持PDF/Word/PPT等文件格式，支持 12+语言互译。

免费翻译文档

深度研究

AI帮你快速写综述，25分钟生成高质量综述，智能提取关键信息，辅助科研写作。

立即免费体验