A Study of Factors That Affect Consumer’s Attitude Toward A “Skippable In-Stream Ad” on YouTube

Tidarat Chungviwatanant, Assistant Professor Dr. Kriengsin Prasongsukarn, Dr. Sming Chungviwatanant


Understanding consumer’s attitudes toward advertising is imperative for marketers/advertisers. This research aims to study the factors that affect consumer’s attitude toward a “skippable in-stream ad” on YouTube.  The independent variables are “entertainment,” “informativeness,” “credibility,” and “irritation.”  The dependent variable is “consumer’s attitude toward a ‘skippable in-stream ad’ on YouTube.  The researcher used convenience sampling and online survey to develop and distribute questionnaires to the target population.  The target population is consumers who have had some experiences and/or exposures to a “skippable instream ad” on YouTube.  The researcher obtained data from 294 respondents; however, only 290 respondents met the research’s requirement.  Pearson correlation coefficient, multiple linear regression, independent sample t-test, and one-way analysis of variance (ANOVA) were conducted in this research. The findings indicate that “entertainment,” “informativeness,” and “credibility” have a positive relationship with “consumer’s attitude toward a ‘skippable in-stream ad’ on YouTube” while “irritation” has a negative relationship with “consumer’s attitude toward a ‘skippable in-stream ad’ on YouTube.”  “Entertainment,” “credibility,” and “irritation” are significant factors in predicting “consumer’s attitude toward a ‘skippable in-stream ad’ on YouTube.”  The findings also suggest that a “skippable in-stream ad” should appear pre-video and the appropriate length of the ad should be around 15 seconds and not more than 20 seconds. 


Entertainment; Informativeness; Credibility; Irritation; Attitude toward advertising; A "skippable in-stream ad"; YouTube

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