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K
46,5 Consumer attitudes toward
online video advertisement:
YouTube as a platform
840 Keng-Chieh Yang
Department of Information Management, Hwa Hsia University of Technology,
New Taipei City, Taiwan
Chia-Hui Huang
Department of Business Administration, National Taipei University of Business,
Taipei, Taiwan
Conna Yang
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Center for General Education, Ming Chuan University, Taipei, Taiwan, and
Su Yu Yang
Department of Information Management, National Chiao Tung University,
Hsinchu, Taiwan
Abstract
Purpose – Online video advertisement is a wide-ranging phenomenon on the internet that provides huge
opportunities for business enterprises. The revenues of website service providers come primarily from
advertisement. However, it is rare to find research focusing on consumer attitudes toward online video
advertisement. This study aims to investigate consumer attitudes toward advertisement while they are
watching online videos on YouTube.
Design/methodology/approach – The paper followed Brackett and Carr’s (2001) Web Advertising
Attitudes Model and combined it with the theory of reasoned action (TRA) and the flow theory. This study
investigates consideration of the factors affecting attitudes toward advertisement and the influence on
shopping intention and purchase behavior.
Findings – The findings indicate that entertainment, informativeness, irritation and credibility have a
shopping influence on purchase attitudes. Flow, on the other hand, does have an influence on shopping
intention and purchase behavior. The discussion and conclusion have been further discussed.
Originality/value – This study provides a comprehensive model for online video advertisement. This
model was based on Brackett and Carr’s model, combining the users and gratifications theory, TRA and flow
theory to develop an online video advertisement model. Researchers can consider this model as a framework
and use it to capture a more complete picture of the relevant phenomena in their works.
Keywords YouTube, Consumer attitudes, Theory of reasoned action, Flow theory,
Online video advertisement
Paper type Research paper
The previous draft has been published in IEEE International Conference on Industrial Engineering
and Engineering Management (IEEM2014). The authors modified and extended the content based on
some scholars’ suggestions to develop this work. The authors would like to appreciate the
Kybernetes anonymous referees for their useful comments and suggestions which helped to improve the quality
Vol. 46 No. 5, 2017
pp. 840-853 and presentation of this manuscript. Also, special thanks to the Ministry of Science and Technology,
© Emerald Publishing Limited
0368-492X
Taiwan, for financially supporting this research under Grant No. NSC 102-2815-C-146-003-H, MOST
DOI 10.1108/K-03-2016-0038 104-2410-H-146-001 and MOST 104-2410-H-141-016.
Introduction Online video
According to Internet World Stats, the total number of internet users in the world in 2014 advertisement
exceeded 3 billion (internetworldstats.com, 2014). Moreover, the growth rate this represents in
terms of the number of internet users is about 741 per cent compared year-on-year with the
number of users in 2000 (internetworldstats.com, 2014). An investigation carried out by the
Institute for Information Industry (III) in Taiwan revealed that as of June 2013, the total number
of households connected to a wired broadband network had reached 5.38 million, the number of
internet users could exceed 11 million and the penetration rate of internet usage had reached 48 841
per cent in Taiwan (Find.com, 2014b). Another investigation by the III indicated that the
number of 3G/4G mobile online users has reached 10.5 million, with more than 50 per cent of
the users watching TV programs on video websites, such as YouTube (Find.com, 2014a).
Online video advertisement exerts a wide-ranging influence on the internet, and provides
huge opportunities for business enterprises. The revenues of website service providers come
mostly from advertisement. This study specifically focuses on YouTube, one of the most
well-known online video sites, and aims to address the following research questions:
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RQ1. What are the Web advertising variables that affect customers’ attitudes?
RQ2. Does flow influence the purchase intention and shopping behavior after watching
the online video advertising?
RQ3. Do video consumers’ attitudes influence the shopping intention after watching the
online video advertisement?
This research establishes an online video advertisement attitude model integrating the Web
advertising attitude model developed by Brackett and Carr (2001) model as the basis for
extending their study. Our model also incorporates the theory of reasoned action (TRA) and
flow theory. Ducoffe (1996) indicated that online advertising value is a measure of
advertising effectiveness. His research findings showed the role of advertising value in Web
advertising context and examined the determinants of advertising value. In other words,
when consumers watch online advertising, they may need to know the product information
(informativeness), plus some enjoyment or emotional release (entertainment) and trust of the
product or brand (credibility). In contrast, consumers may not be disturbed by advertising
when they navigate the webpage (irritation). Hsu and Lu (2004) indicated that flow is an
critical predictor of purchase intention in the advertising research model. Flow is a fully
immersed state that people undergo when they act with the environment (Csikszentmihalyi,
1997). Flow is a kind of mental concentration in Web browsing or navigation (Erkan and
Evans, 2016). Hence, flow is an important factor for customers to increase the purchase
intention in e-commerce (Gao and Koufaris, 2006; Yan et al., 2016). It is crucial to identify the
antecedents of advertising attitudes and flow experience more carefully, and to integrate
these variables into a comprehensive model that can provide a clear understanding of how
these factors influence shopping intention and purchase behavior.
This research provides a theoretical understanding and extension of the online
advertising model. Our findings show that the model identifies the crucial factors in terms of
attitudes toward advertisement in online video services, such as YouTube. The findings can
provide for academic and practitioner reference.
the trustworthiness or usefulness of advertising. It has been postulated that credibility has a
direct relationship with both advertising value and attitudes toward advertisements
(Eighmey, 1997).
Hypothesis development
Consumer attitude has been an important construct in marketing research for a long time,
and is still growing and developing as a focus of study. Ducoffe (1996) indicated that
entertainment, informativeness and irritation are the antecedent variables of advertising
value. These variables are also the antecedents of attitudes toward Web advertising.
The three antecedent variables might not be sufficient to predict attitudes toward
advertisements. Therefore, some other factors have been proposed as antecedent variables
of attitudes toward Web advertising. From among these additional factors, credibility was
added as a fourth perceptual antecedent (Eighmey, 1997). Moreover, Brackett and Carr
(2001) used these four variables and the relevant demographic variables to establish an
integrated Web advertising attitude model. Hence, we propose H1:
H1. The perceived entertainment, informativeness, irritation and credibility of
advertisement displayed while viewers are watching online videos affect viewers'
attitudes toward advertisement.
TRA was formulated in 1967 and was developed to examine the relationship between
attitudes and behavior. Considerable research has attempted to provide evidence of the
consistency of the relationship between behavior and attitudes in many studies (Ajzen,
K 1991). The concept of attitude–intention–behavior postulates that an individual’s motivation
46,5 to engage in a behavior is defined by the attitudes that influence the behavior. Ajzen and
Fishbein (1977) thought that a person's intention is a function of his or her attitude toward
performing the behavior and of his or her subjective norm, in turn. Thus, a single act is
predictable from the attitude toward that act. Hence, there is a high correlation between
intention and behavior. Therefore, we propose H2 and the H3, respectively:
844 H2. The attitudes toward advertisement affects consumers’ intention to purchase while
watching online video advertisement.
H3. Consumers’ purchase intention affects their shopping behavior while watching
online video advertisement.
Koufaris (2002) indicated that intrinsic enjoyment can positively impact the use of computer-
mediated environments. It can also influence the use of e-mail (Taylor and Todd, 1995),
software (Webster et al., 1994) and Web browsing (Hoffman and Novak, 1996). Moreover,
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Koufaris thought a consumer can be distracted by online activities like e-mail, instant
messaging or other Web sites. Such distractions can limit online consumer concentration.
Moreover, concentration as a measure of flow has been found to positively influence the
overall experience of computer users (Hoffman and Novak, 1996) and their intention to use a
system repeatedly (Webster et al., 1994). In addition, Koufaris investigated the level of flow
while users browsed shopping websites. His findings indicated that flow was influenced not
only by the level of concentration but also by the level of enjoyment, perceived control and
Web skills. These factors were all related to the flow of an online environment and were
confirmed to be the antecedent variables of intention to return to websites (Koufaris, 2002).
Hence, while users are watching online videos, the level of flow might influence their
intention to be receptive to advertisements. We therefore propose H4:
H4. The perceived level of flow while users watch online video affects the purchase
intention and shopping behavior to be receptive to advertisement.
Main survey
We distributed the questionnaires on mySurvey (www.mysurvey.tw), which is a popular
site designed in Taiwan that provides survey services. We also released our survey on PTT
(telnet://ptt.cc), which is the most famous and popular BBS (bulletin board system) in
Taiwan. There are over one million registered users of PTT, consisting mainly of Taiwanese
people around the world. Participation was voluntary and the survey completion process Online video
took approximately 10 min. advertisement
We received 382 responses. After removing the invalid questionnaires through a filtering
item in the survey, we were left with 336 usable questionnaires. Demographic data showed
that males made up 48.8 per cent of the sample, and 88.4 per cent of respondents were 15 to
34 years old. In all, 94.3 per cent of respondents had three or more years of on-line experience
(see Table I). 845
Results
SEM was used to perform both measurement and structural model analysis simultaneously.
The analysis validated the psychometric properties of the measures and was used to
Gender
Males 164 48.8
Females 172 51.2
Age
15-24 185 55.1
25-34 112 33.3
35-44 39 11.6
Education
Senior high 17 5.1
Universities and colleges 202 60.1
Institute 117 34.8
Residence
Northern region 214 63.4
Central region 52 15.5
Southern region 57 17
Eastern region 5 1.5
Islands region 4 1.3
Foreign 4 1.3
Online experience
Years < 1 5 1.5
1 ≤ years < 2 6 1.8
2 ≤ years < 3 8 2.4
3 ≤ years < 4 33 9.8
4 or more years 284 84.5
Online time per day
Hours < 1 4 1.1
1 ≤ hours < 2 18 5.4
2 ≤ hours < 3 47 14
3 ≤ hours < 4 44 13.1
4 or more hours 223 66.4
Usage of online video while surfing internet
Seldom 0 0
Occasional 69 20.5
Often 192 57.2 Table I.
Every time 75 22.3 Demographic data
K investigate nomological network relationships between constructs in the model. Data were
46,5 analyzed using AMOS 7.0.
As shown in Table II, all factor loadings exceeded 0.7 and were significant at p < 0.001.
Composite reliabilities ranged between 0.791 and 0.972, and AVE values were well above the
cut-off value of 0.50, which is greater than variance due to measurement error. Therefore, all
three conditions for convergent validity were met.
Discriminant validity was assessed by constraining the estimated correlation parameters
( f ij) between constructs to 1.0 and then performing a chi-squared difference test on the
values obtained for the constrained and unconstrained models. The chi-squared differences
that the model provided a good fit to the data. All goodness-of-fit statistics were above their
cut-off values.
All components of H1 significantly influenced Attitudes. Entertainment (H1a: l = 0.414,
p < 0.001), Informativeness (H1b: l = 0.196, p < 0.05), Irritation (H1c: l = 0.161, p < 0.05)
and Credibility (H1d: l = 0.173, p < 0.05) influenced Attitudes and explained its large
variance (R2 = 0.526). Attitudes (H2: l = 0.673, p < 0.001) showed infuence on Intention
(R2 = 0.437, p < 0.01), Intention was found to have a significant effect on Behavior (H3: l =
1. 2. 3. 4. 5. 6. 7. 8.
Entertainment Informativeness Irritation Credibility Attitudes Intention Behavior Flow
1. Entertainment 0.930
2. Informativeness 0.648 0.850
3. Irritation 0.388 0.326 0.955
4. Credibility 0.363 0.395 0.092 0.960
5. Attitudes 0.676 0.587 0.404 0.416 0.849
6. Intention 0.359 0.400 0.282 0.276 0.661 1
7. Behavior 0.586 0.497 0.439 0.191 0.635 0.622 0.810
8. Flow 0.287 0.178 0.218 0.087 0.206 0.260 0.283 0.92 Table III.
Inter-construct
Note: Intention has only one item in Tsang et al. (2004) correlation matrix
Entertainment
0.414
Informativeness
0.196 Intention Behavior
Attitudes 0.673 0.628
–0.161 2
(R = 0.526)
2
(R = 0.437) (R 2 = 0.492)
Irritation
0.173
0.171 0.187
Credibility Figure 1.
Structural model
Flow analysis
K 0.628, p < 0.001) and Flow had a positive influence on Intention (H4a: l = 0.171, p < 0.05)
46,5 and Behavior (H4b: l = 0.187, p < 0.05). As hypothesized in H4, Intention explained 49.2 per
cent of variances in Behavior. A summary of hypothesis test results is shown in Table IV.
Discussion
Our study shows that the proposed model explained most of the variance in terms of
848 attitude toward advertisements on sites providing online video services, such as YouTube.
The results indicate that the model's appropriateness in the situation of online video
advertising is confirmed by the degree to which the findings are in accordance with those of
previous investigations in different areas, such as internet advertisements (Brackett and
Carr, 2001) and mobile advertisements (Tsang et al., 2004, Tai et al., 2016).
We found that all the constituent elements of H1, i.e. the perceived entertainment,
informativeness, irritation and credibility of advertisements displayed while viewers are
watching online videos affect viewer attitudes toward these advertisements, were
supported. The constructs have a strong explanatory effect on attitude, especially
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entertainment. Irritation was found to have a negative impact on attitudes. These findings
are consistent with previous research (Tsang et al., 2004).
In terms of its informativeness, our study verifies the UGT and confirms that audiences
are responsible for choosing media to meet their needs so as to achieve gratification.
Advertisements may be pleasant or likeable experiences for audiences. They can fulfill
audiences’ needs for escapism, diversion, aesthetic enjoyment or emotional release.
Advertisements provide credibility for audiences because viewers may trust the content of
these advertisements. However, some audiences may consider advertisements to be
annoying, offensive or irritating. This explains why many viewers tend not to like to watch
advertisements in the video.
Our findings reveal similar results in terms of flow. Flow does significantly influence
purchase intention and shopping behavior. Flow is an important factor of purchase intention
and shopping behavior in the online video advertising research model. People who watch
online video advertising may be absorbed by the information they are interested in and may
have intention to buy things or services (behavior). So when people are in a flow situation,
they may pay more attention on online video advertising. In other words, flow is a kind of
mental concentration in Web browsing or navigation (Erkan and Evans, 2016), especially in
online video advertising. So flow is an important factor to increase the customers’ purchase
intention when they watch online video advertising. Our study confirms the relationship
among flow, intention and behavior. For instance, Koufaris (2002) confirmed that flow had a
positive impact on the intention to return to shopping websites. Hsu and Lu (2004) also
showed that the flow experience could predict the intention to play online games. Liu et al.
(2009) investigated online e-learning users’ acceptance behaviors in three contexts, such as
Theoretical contributions
There are several theoretical contributions from this research. First, this study reveals that
the attitudes of online video advertising influence shopping intention. When watching
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online video advertising, people have good impression. This means that the content of
advertising is attractive or reliable and consumers would pay attention to watch it. This
finding provides enough evidence to justify why good advertising is trustable for customer
not just only because of the impressiveness of the advertising but because of the trust or
reliability of the product or service.
Second, this study also justifies that flow plays an important role in shopping intention
and behavior. When people pay attention to watching online video advertising, they may be
absorbed by the product or service information. If people are willing to watch the
advertising, they may be attracted by the content and have intention or behavior to buy
things. In other words, this advertising may locate the potential target customers.
Finally, the research model of this study is based on the Brackett and Carr (2001) model
and combined with the TRA and flow theory. The results is consistent with the findings of
Brackett and Carr (2001). The online Web advertising factors have an influence on attitudes.
When people have enough information, enjoyment and trust when they watch online video
advertising, and hence, they may have positive attitudes for their shopping intention and
behavior. But if they feel this advertising is irritable, this may reduce the willingness to
watch and they may not have intention to buy the goods or services.
For researchers, this study provides a comprehensive model for online video
advertisements. This model was based on Brackett and Carr’s model, combining the UGT,
TRA and flow theory to develop an online video advertisement model. For future studies,
researchers can consider this model as a framework and use it to capture a more complete
picture of the relevant phenomena in their works.
Managerial implications
The purpose of online video advertising is to increase the sales of a product or service. So,
marketing managers may use different channels to demonstrate their advertising. Online
video advertising is now a popular way to deliver the product information to consumers. In
terms of the implications for practitioners, online video advertising managers can develop
their business strategies based on this study model. Managers may wish to rethink the
context of their advertising, and consider taking steps to increase its informativeness,
entertainment value and credibility, while simultaneously reducing the level of irritation for
viewers. When audiences have great experiences on watching these video advertisements,
they may have positive attitudes and have greater shopping intention to buy (behavior).
K Limitation
46,5 Our study had several limitations. Choosing YouTube as the platform precludes the
possibility of representing user experiences and perceptions with other multifarious online
video websites. There are many online video sites using different types of advertising and
the advertisements used may have different underlying principles. Second, using different
descriptions of contexts in our survey research to simulate the actual use of the online video
850 websites might still give rise to disparity between reported behavior and behavior
corresponding to actual use. Third, the data were collected on the internet, which may have
resulted in sampling bias. The majority of respondents, for example, were students. Finally,
all the instruments adopted from previous studies might have semantic and linguistic biases
resulting from the translation from English to Chinese.
Conclusion
This study demonstrated an online video advertisement model and used YouTube as a
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platform to investigate consumer attitudes toward advertisements. The research model was
based on the Brackett and Carr (2001) Web Advertising Attitudes Model and was combined
with the TRA and the flow theory. This study investigated consideration of the factors
affecting attitudes toward advertisement and the influence on shopping intention and
purchase behavior. The findings indicate that entertainment, informativeness, irritation and
credibility have an influence on attitudes. Flow, on the other hand, influences shopping
intention and purchase behavior. When people pay attention on the advertising, they may be
interested in this advertising and have a chance to buy the product or service. Practitioners
can refer to the research findings for making their Web advertising strategy decision.
Researchers can consider this model as a framework for their future research.
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Corresponding author
Chia-Hui Huang can be contacted at: leohkkimo@gmail.com
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