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Consumer attitudes toward online video advertisement: YouTube as a platform

Keng-Chieh Yang (Department of Information Management, Hwa Hsia University of Technology, New Taipei City, Taiwan)
Chia-Hui Huang (Department of Business Administration, National Taipei University of Business, Taipei, Taiwan)
Conna Yang (Center for General Education, Ming Chuan University, Taipei, Taiwan)
Su Yu Yang (Department of Information Management, National Chiao Tung University, Hsinchu, Taiwan)


ISSN: 0368-492X

Article publication date: 2 May 2017




Online video advertisement is a wide-ranging phenomenon on the internet that provides huge opportunities for business enterprises. The revenues of website service providers come primarily from advertisement. However, it is rare to find research focusing on consumer attitudes toward online video advertisement. This study aims to investigate consumer attitudes toward advertisement while they are watching online videos on YouTube.


The paper followed Brackett and Carr’s (2001) Web Advertising Attitudes Model and combined it with the theory of reasoned action (TRA) and the flow theory. This study investigates consideration of the factors affecting attitudes toward advertisement and the influence on shopping intention and purchase behavior.


The findings indicate that entertainment, informativeness, irritation and credibility have a shopping influence on purchase attitudes. Flow, on the other hand, does have an influence on shopping intention and purchase behavior. The discussion and conclusion have been further discussed.


This study provides a comprehensive model for online video advertisement. This model was based on Brackett and Carr’s model, combining the users and gratifications theory, TRA and flow theory to develop an online video advertisement model. Researchers can consider this model as a framework and use it to capture a more complete picture of the relevant phenomena in their works.



The previous draft has been published in IEEE International Conference on Industrial Engineering and Engineering Management (IEEM2014). The authors modified and extended the content based on some scholars’ suggestions to develop this work. The authors would like to appreciate the anonymous referees for their useful comments and suggestions which helped to improve the quality and presentation of this manuscript. Also, special thanks to the Ministry of Science and Technology, Taiwan, for financially supporting this research under Grant No. NSC 102-2815-C-146-003-H, MOST 104-2410-H-146-001 and MOST 104-2410-H-141-016.


Yang, K.-C., Huang, C.-H., Yang, C. and Yang, S.Y. (2017), "Consumer attitudes toward online video advertisement: YouTube as a platform", Kybernetes, Vol. 46 No. 5, pp. 840-853.



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