Consumer Response towards Online Video Advertisement
| Autor: | Djoko Raditya, Willy Gunadi, Dennis Setiono, Jonathan Rawung |
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| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: | |
| Zdroj: | Journal the Winners, Vol 21, Iss 2 (2020) |
| Druh dokumentu: | article |
| ISSN: | 1412-1212 2541-2388 |
| Popis: | This study aims to determine the moderating effect of ad length on the relationships of ad content to intention of skipping and ad irritation. Previous research has touched upon the factors that affect a customers intention of skipping and ad irritation which centers around the duration of an ad and whether the ad is skippable or not, but no previous research has focused on researching the relationship between the intention of skipping and ad irritation that consumers feel relative to the ad content. This research design utilizes the experiment method with 4 video advertisements that have entertaining or boring content with long and short duration as the materials. The sample size of this research are 120 respondents. The sampling method is purposive sampling. The research method is Univariate Analysis of Variance Linear Model using IBM SPSS Statistics. Based on the results gathered from this research, it can be concluded that the ad content and ad length of an online video advertisement will directly affect a consumer's intention of skipping and irritation. This research has concluded that the perceived entertainment of an online video advertisement will highly affect a consumer's intention of skipping and ad irritation. Furthermore, the length of the video advertisement will greatly influence their intention of skipping and ad irritation. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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