Effect of media context on avoidance of skippable pre-roll ads in online video platform: A mental accounting of time perspective

Kim, Hyungjin  Lukas; Kim, Young‐Gul; Yoon, Sang-Hyeak; Ryu, Sunghan

doi:10.1016/j.jbusres.2023.113966

Cited by 7 publications

(6 citation statements)

References 52 publications

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“…The UGT focuses on the psychological effects of media on users (Hu et al, 2020), including recognition, emotion, personal context, social context, and stress relief (de Berail et al, 2019;Ferchaud et al, 2018). Previous studies reported that main determinants associated with media dissatisfaction prone to discontinuous use are insufficient entertainment (or enjoyment) (Casalo et al, 2017;Klobas et al, 2018), inconsistent perception or distrust (Zhu et al, 2018;Miranda et al, 2021), and ads disruption (Duff and Faber, 2011;Huang and Yoon, 2022;Kim et al, 2023).…”

Section: Channel Featuresmentioning

confidence: 99%

“…length, context, media types) and on the executive environment (e.g. passive or active) (Huang and Yoon, 2022;Kim et al, 2023). Shon et al (2021) reported that reducing the length of online mobile ads produces greater market share.…”

Section: Ads Interferencementioning

confidence: 99%

“…The degree to which viewers feel disturbed by the ads. in videos of the YouTuber channels Duff and Faber (2011), Huang and Yoon (2022), Kim et al (2023), Csikszentmihalyi (1990)…”

Section: Ads Interferencementioning

confidence: 99%

“…length, context, and media types) and executive environment (e.g. passive or active) (Huang and Yoon, 2022; Kim et al ., 2023) may produce dissatisfaction toward discontinuance. To describe negative post-behaviors, the EDT has been extensively used (Bhattacherjee and Premkumar, 2004) in the literature.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Previous studies reported that main determinants associated with media dissatisfaction prone to discontinuous use are insufficient entertainment (or enjoyment) (Casalo et al ., 2017; Klobas et al ., 2018), inconsistent perception or distrust (Zhu et al ., 2018; Miranda et al. , 2021), and ads disruption (Duff and Faber, 2011; Huang and Yoon, 2022; Kim et al ., 2023).…”

Section: Literature Reviewmentioning

confidence: 99%

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Why dropping intention of attention to YouTuber channels?

Wu,

Kao,

Chen

2023

APJML

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PurposeSocial participation and user-generated contents have engendered an era when “any receiver can be a provider.” Although studies have emphasized on increasing the number of subscribers conducive to platform success, the issue regarding why viewers drop their registered YouTuber channels has been less addressed. This article aims to present and empirically test a causal model to account for the pattern of discontinuous intention of attention to YouTuber channels.Design/methodology/approachInspired by the expectation–disconfirmation theory, the study proposes and examines a research model by using an empirical quantitative approach. The proposed model considers channel and YouTuber facets, as well as potential moderation effects of viewing seniority.FindingsAnalysis of a sample of 406 questionnaires revealed that ads interference is not a significant reason for discontinuation of viewing a channel, in contrast to insufficient playfulness and inconsistency. Regarding YouTubers’ features, both interaction inadequacy and negative self-disclosure are significant determinants of perceived dissatisfaction and discontinuation of viewing. The effects of determinants of discontinuity depend on viewers' seniorities, except for negative self-disclosure.Originality/valueWhile existing studies have focused mainly on revealing the determinants associated with the behavioral intention of viewing YouTuber channels to increase self-media performance, this research contributes insights into the literature investigating why existing viewers stop following a certain YouTuber channel. From a psychological perspective, this study demonstrates the value of modeling discontinuous behaviors toward YouTuber channels in the domain of social marketing.

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Section: Channel Featuresmentioning

confidence: 99%

Section: Ads Interferencementioning

confidence: 99%

“…The degree to which viewers feel disturbed by the ads. in videos of the YouTuber channels Duff and Faber (2011), Huang and Yoon (2022), Kim et al (2023), Csikszentmihalyi (1990)…”

Section: Ads Interferencementioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

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Why dropping intention of attention to YouTuber channels?

Wu,

Kao,

Chen

2023

APJML

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Climate risk and trade credit financing: Evidence from China

Chen,

Guo,

Geng

et al. 2024

Int. J Fin Econ

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Using A‐share listed firms from 2009 to 2020 as a research sample, this study constructs firm‐level climate risk through textual analysis to examine whether and how corporate climate risk affect trade credit financing. The empirical results show that increased climate risk inhibits the level of trade credit financing of firms. The results are more prominent for those enterprises without government‐enterprise linkages and firms in cities with high levels of environmental regulation intensity and low levels of city trust. Furthermore, mechanism tests suggest that operational risk and information asymmetry are the main channels affecting the above relationships. In addition, we find that the negative impact of climate risk on trade credit financing will weaken firm value. This paper enriches the research on the impact of climate risk on microeconomic agents and provides new perspectives to alleviate corporate financing constraints.

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