Factors affecting online advertising avoidance on Youtube

Abstract

This study’s objectives are to examine factors which can affect the advertising avoidance on YouTube users in the case of Vietnamese. After reviewing theories and previous research models, this study build a model which includes four main independent dimensions, perceived goal impediment, perceived value of ads, perceived ad clutter, prior negative experience and one dependent dimension, advertising avoidance. The findings show that perceived goal impediment, perceived value of ads and prior negative experience successfully explain why people avoid ads on YouTube’s videos. Prior negative experience are found to be the strongest factor when it affect significantly the advertising avoidance positively. In contrary, the perceived value of ads have a negative impact on advertising avoidance of YouTube users.