title: Factors influencing the intention to watch online video advertising.
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.
authors.affiliation: Missouri School of Journalism, University of Missouri, Columbia, Missouri, USA.
authors.forename: Joonghwa
authors.initials: J
authors.lastname: Lee
authors.forename: Mira
authors.initials: M
authors.lastname: Lee
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising; D001290:Attitude; D005260:Female; D006801:Humans; D033182:Intention; D020407:Internet; D008297:Male; D011795:Surveys and Questionnaires