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Factors Influencing the Intention to Watch Online Video Advertising
- Authors
- Lee, Joonghwa; Lee, Mira
- Issue Date
- Oct-2011
- Publisher
- MARY ANN LIEBERT, INC
- Citation
- CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING, v.14, no.10, pp 619 - 624
- Pages
- 6
- Journal Title
- CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING
- Volume
- 14
- Number
- 10
- Start Page
- 619
- End Page
- 624
- ISSN
- 2152-2715
2152-2723
- Abstract
- 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.
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