| dc.description.abstract | With the development of Internet technology and the popularization of services, people
use online video services more and more frequently, and advertisements have also entered the
online video platforms from traditional media and presented in the form of multimedia.
Online video advertising plays an increasingly important role in online marketing. As
Taiwan’s most well-known and influential online video platform and social media, YouTube is
a must for companies to place advertisements. YouTube’s advertising strategy includes
placing interstitial ads during the video playback process, but this may cause negative
emotions among viewers. Therefore, this study hopes to explore the research motives of the
impact of interstitial advertising on consumer behavior.
By reviewing the literature in related fields, this study uses the online advertising value
model as an antecedent to explain consumers′ subjective feelings about advertising. The
Independent variables include entertainment, informativeness, irritation, credibility, and
YouTube advertising value. Combining Theory of Reasoned Action and hierarchical effect
models, adding brand awareness, E-Word-Of-Mouth (E-WOM), and purchase intentions to
explain the impact of interstitial advertising on subsequent consumer behavior. The purpose is
to explore whether the advertising value of interstitial ads will affect both E-WOM and
purchase intention through the intermediary effect of brand awareness, and to observe
whether E-WOM also affects purchase intention. This study uses online questionnaires to
conduct research, distributes them on online social media platforms such as Facebook, and
collects 247 valid questionnaires.
Data analysis results show that entertainment, informativeness, and credibility will
positively affect the value of YouTube advertising, while irritation will negatively affect
advertising value; at the same time, advertising value will positively affect E-WOM through
brand awareness. However, it cannot at the same time positively influence purchase intention, while E-WOM will positively influence purchase intention.
Finally, this research puts forward management practice suggestions, hoping to help
companies develop more effective advertising marketing strategies on the YouTube platform,
and assist the development of online marketing.
Keywords：Video Marketing, Social Media, Advertising Value Model, Brand Awareness, E-Word-Of-Mouth | en_US |