The Antecedents of Attitude toward IPTV Advertising: The Role of Interactivity and Avertising Value

Abstract

A new format of television broadcasting, Internet Protocol Television(IPTV), suggests new opportunities for advertisers through interactiveadvertising. This article investigated the effectiveness of IPTV advertisingin terms of interactivity and advertising value. In a simulation of IPTV operations,this study developed and tested a structural equation model to examinethe mechanisms of effective IPTV advertising. Results indicated thatinteractivity had a positive effect on advertising value and, in turn, advertisingvalue positively affected attitudes toward advertising. In addition, advertisingvalue was found to have a direct effect on attitudes toward brand.