Abstract

In-stream advertisements have become a popular choice of brands. However, limited studies have compared the attitudes of customers toward in-stream advertisement types, specifically, skippable advertisements and full-length advertisements. This study explores the attitudes of consumers toward both types of in-stream video advertising and their effect on shopping intention. A total of 289 responses for skippable advertisements and 270 responses for full-length advertisements were used to test hypotheses using the technique of partial least squares structural equation modeling (PLS-SEM). The findings showed that in skippable advertisements, the effect of irritation on attitude is less compared to full-length advertisements. For full-length advertisements, entertainment, advertising value, and emotional appeal significantly contribute to the creation of a positive attitude, whereas informativeness contributes to development of a positive attitude only for skippable advertisements. Further, the attitude toward advertising contributes to the intention to shop for both skippable and full-length advertising. This is the first study that provides comparative insights into the attitudes of consumers toward skippable advertising and full-length advertising. This study also highlights the relationship of emotional appeal and attitude to online video advertising. This research is useful to marketers and brand managers to create effective content strategies for in-stream online advertising.

摘要

插播广告已成为品牌的热门选择。然而，有限的研究比较了客户对流内广告类型的态度，特别是可跳过的广告和全长广告。本研究探讨了消费者对两种类型的视频插播广告的态度及其对购物意愿的影响。使用偏最小二乘结构方程建模 (PLS-SEM) 技术，共有 289 个可跳过广告的响应和 270 个全长广告的响应被用来测试假设。研究结果表明，在可跳过的广告中，与完整广告相比，刺激对态度的影响较小。对于全文广告，娱乐，广告价值，和情感诉求显着有助于形成积极态度，而信息性仅对可跳过广告有助于形成积极态度。此外，对广告的态度有助于购买可跳过的和完整长度的广告。这是第一项针对消费者对可跳过广告和完整广告的态度提供比较见解的研究。本研究还强调了情感诉求和态度与在线视频广告的关系。这项研究有助于营销人员和品牌经理为在线插播广告创建有效的内容策略。对广告的态度促成了购买可跳过广告和完整广告的意图。这是第一项针对消费者对可跳过广告和完整广告的态度提供比较见解的研究。本研究还强调了情感诉求和态度与在线视频广告的关系。这项研究有助于营销人员和品牌经理为在线插播广告创建有效的内容策略。对广告的态度促成了购买可跳过广告和完整广告的意图。这是第一项针对消费者对可跳过广告和完整广告的态度提供比较见解的研究。本研究还强调了情感诉求和态度与在线视频广告的关系。这项研究有助于营销人员和品牌经理为在线插播广告创建有效的内容策略。