Identifying Factors Influencing Consumers Not to Skip TrueView Advertising on YouTube

Abstract

Identifying new factors driving customers to skip advertising has called into question the applicability of attention advertising approaches in the digital environment. This study aims to identify the factors that affect skipping advertising on YouTube, discussing the extent of advertising avoidance behavior. The total sample consisted of 478 individuals with experience watching TrueView advertising on YouTube; data were collected via an online questionnaire. The validity and reliability of the results were tested using a set of statistical measures. Data analysis was carried out using GSCA Pro 1.1.8 for the structural equation model analysis. The conceptual frameworks outline use and gratification under the theory of planned behavior. In favor of an advertising avoidance effect, the findings show that attitude towards advertising value is a serious concern. Theoretical and managerial implications of these results are discussed, and alternative solutions for planning advertising are provided as a guideline for creating suitable advertisements for viewers, hopefully leading to a reduction in skipping advertising.