Analysis of factors affecting customer attitude towards in-stream advertisements
Ha, Pham Thanh
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The main aim of this study is to examine the factors affecting customers attitude towards instream advertising. The in-stream ad is quite a new definition with many people. Although they meet them frequently (at each time they watch the clip), they almost do not perceive the name the characteristic of this ad. Therefore, the topic is quite necessary. In my proposed model, there are 5 factors: Perceived Interactivity, Informativeness, Entertainment, Irritation and Credibility. Moreover, in Perceived Interactivity factor, there are three sub-factors: Active control, Two-way communication and Synchronicity. Through the 320 respondents, this is the suitable number, but the useful respondents are 299. With the sample, the marketers partly have the decision and strategy among customers, especially the youth. However, in the result of the research, there are only 3 factors that affect Attitude: Informativeness, Irritation and Credibility, more than that, the relationship between attitude and intention to click also are proved.