| dc.description.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. | en_US |
