Consumer Attitude, Behavioral Intention, and Watching Behavior of Online Video Advertising on Youtube

Ramadhani, Suci; Suroso, Arif Imam; Ratono, Joko

doi:10.21776/ub.jam.2020.018.03.09

Cited by 7 publications

(7 citation statements)

References 27 publications

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“…The first finding obtained within the scope of the research is that the entertaining, informative and reliable features of YouTube ads affect the attitude toward accepting the ad in a meaningful and positive way. These findings are similar to those of the studies in the literature (Ducoffe, 1996;Gao and Koufaris, 1996;Tsang, Ho and Liang, 2004;Zhou and Bao, 2002;Dehghani Niaki, Ramezani and Sali, 2015;İspir and Suher 2009;Alam 2011;Nguyen 2014;Ramadhani, Suroso and Ratono, 2020). On the other hand, the result that negative consumer attitudes can be created in situations where advertisements are perceived as disturbing is another finding obtained within the scope of the research.…”

Section: Discussing the Findings With The Literaturesupporting

confidence: 90%

Çevrim içi video reklamlarına yönelik tüketici tutumu üzerine bir araştırma: YouTube örneği

AKDENİZ

Koçer

2022

tujom

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Çevrim içi platformların kullanımının artması ile birlikte çok sayıda kullanıcıya ulaşmak için çevrim içi reklamcılık ağlarının kullanımı önem kazanmaktadır. Çevrim içi video reklamları, reklamcılık alanında markalar için büyük fırsatlar sunan popüler bir platform haline gelmiştir. Dolayısıyla pek çok marka bu platformlarda reklam vermek için önemli bütçeler ayırmaktadır. Ancak bu reklamların kullanıcılar tarafından izlenip, izlenmediği ya da kullanıcıların reklamlara yönelik tutumu reklam verenler tarafından merak konusudur. Bu araştırma önemli bir çevrim içi video platformu olan YouTube platformunda yayınlanan çevrim içi video reklamlara yönelik tutumu etkileyen faktörleri ve reklama yönelik tutumun, reklamı kabul niyeti ve davranışına etkisini araştırmak amacıyla yapılmıştır. Araştırmanın amacı doğrultusunda kolayda örnekleme yöntemiyle seçilen 394 katılımcıya online anket uygulaması yapılmıştır. Araştırma kapsamında elde edilen veriler AMOS programında yapısal eşitlik modellemesi ile analiz edilmiştir. Araştırmadan elde edilen bulgular; YouTube reklamlarının bilgilendirici, eğlendirici ve güvenilir olma özellikleri arttıkça kullanıcıların reklamı kabul tutumunun arttığı, reklamın rahatsız edici özelliği arttıkça da kullanıcının reklamı kabul tutumunun azaldığını kanıtlar niteliktedir. Öte yandan YouTube’ta izlenen video akışının reklamı kabul niyetini etkilemediği ancak reklamı kabul davranışını etkilediği sonucuna da ulaşılmıştır.

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Section: Discussing the Findings With The Literaturesupporting

confidence: 90%

Çevrim içi video reklamlarına yönelik tüketici tutumu üzerine bir araştırma: YouTube örneği

AKDENİZ

Koçer

2022

tujom

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“…Consumer attitudes significantly influence behavioral intentions, and if consumer attitudes are good, then behavioral intentions will also be acceptable [30]. This study investigates the effect of trust and awareness variables on attitude and the relationship between attitude and behavioral intention.…”

Section: Discussionmentioning

confidence: 99%

The Role of Trust and Awareness with Attitude as Mediation Variables in Behavioral Intentions to Cryptocurrency

Prakosa¹,

Sumantika²

2022

Proceedings of the 1st UPY International Conference on Education and Social Science (UPINCESS 2022)

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The rapid growth in the number of cryptocurrency investors is a phenomenon that occurs during a pandemic. Investing in the capital market and cryptocurrency sectors has become a new lifestyle among young people in Indonesia. The majority are beginner investors or just joining the investment for the first time. They are chasing high profits from this newborn trading trend. A vast increase in the number of investors emerged in Indonesia. The high gain achieved from trading cryptocurrencies appeals to novice investors. Many young people are starting to invest in cryptocurrencies. The phenomenon is using funds for investment, even from borrowed money or debt. This study tries to develop a model regarding what factors influence behavioral intention to invest in cryptocurrencies. Factors that affect awareness, belief and attitude toward cryptocurrencies are assumed to influence. The study then examines whether attitudes toward cryptocurrencies mediate behavioral intentions to invest. The population in this study is students who know about cryptocurrencies. The sample in this study was 100 students in Yogyakarta. The method used is Structural Equation Modeling (SEM) analysis based on variance, i.e., Partial Least Square (PLS). The attitude variable partially mediates the behavioral intention to invest in cryptocurrencies based on the study results.

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“…The consumer's attitude toward advertising has an effect on their behavior Ramadhani et al (2020). According to Lutz (1980), attitudes can be classified into two broad categories: unidirectional and tripartite.…”

Section: Attitude Toward Online Advertising and Online Advertising Av...mentioning

confidence: 99%

Time orientation in online advertising avoidance in Vietnam: An empirical study of geographic subcultures

2023

KJSS

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The purpose of this study was to gain a better understanding of the relationship between time orientation, including past-, present-, and future-orientation, and its influence on attitudes toward advertising and online advertisement avoidance behavior by comparing geographically distinct subcultures. Survey were was obtained through a structured questionnaire from 630 samples over the age of 18 using the Internet in the three regions of North, Central, and South Vietnam. The methods applied to the analysis, including Cronbach's Alpha, Exploratory Factor Analysis, Confirmatory Factor Analysis, and Structural Equation Modeling, and a Multigroup Analysis were used to compare subcultures. The results indicate that the past-oriented people in the North have a more negative attitude towards online advertising and avoid online advertising more than those in the Central region and the South. Present and future-oriented people in both the North and the South have a positive attitude towards advertising and have avoidance behavior. However, this relationship does not make sense for people in the central region.In addition, the results also show that there is no relationship between attitude and the advertising avoidance behavior of Northerners. Meanwhile, people in the Central region who have a bad attitude towards advertising avoid online advertising more than in the South. The research started by looking at how time orientation to attitudes and advertising avoidance behavior were linked in a sub-cultural comparison.

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Consumer Attitude, Behavioral Intention, and Watching Behavior of Online Video Advertising on Youtube

Cited by 7 publications

References 27 publications

Çevrim içi video reklamlarına yönelik tüketici tutumu üzerine bir araştırma: YouTube örneği

Çevrim içi video reklamlarına yönelik tüketici tutumu üzerine bir araştırma: YouTube örneği

The Role of Trust and Awareness with Attitude as Mediation Variables in Behavioral Intentions to Cryptocurrency

Time orientation in online advertising avoidance in Vietnam: An empirical study of geographic subcultures

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