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.
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.
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。
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