Advertising Value and Consumer Attitudes toward Streaming Video Advertisements

• Main Authors: Hsin-Yi Hsieh, 謝新逸
• Other Authors: Hsiao-Hui Wang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/22qvhq

碩士 === 元智大學 === 資訊傳播學系 === 103 === As the evolution of Internet technology and digital convergence, people get more options for advertising methods, from traditional media such as newspapers, magazines, radios, and televisions to Internet, digital, and social media. While smartphones and other mobile devices have become more prevalent, new communication tools have jeopardized conventional media in the advertising battlefield. Specifically, video advertising has been altered. Due to the development of video platforms such as YouTube, nowadays TV commercials can also be seen on web channel. Video advertisements, which can be entertaining or storytelling, have not only been valuing recently but also have the highest growth rate within various means of communication. In recent years, some well-known companies such as Facebook and Yahoo have also invested in video advertisements. This research was chiefly based on advertising value and consumers' attitudes proposed by Ducoffe (1996) and Brackett and Carr (2011). The result showed that four factors of perception -informativeness, entertainment, credibility, and advertising value -had significantly positive influences on consumers' attitudes toward in-stream video advertisements on YouTube; while irritation stood for a negative factor. Thus, providing informative contents, increasing entertainment and credibility, and reducing degree of interference in advertisements were suggested in this research which would be beneficial to enhance consumers' attitudes and increase effectiveness of streaming video advertisements.