The Effect of Ad Content and Ad Lengthon Consumer Response towards Online Video Advertisement

Journal the Winners Pub Date : 2020-09-30 DOI:10.21512/TW.V21I2.6797

Djoko Raditya, Willy Gunadi, Dennis Setiono, J. Rawung

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引用次数: 6

Abstract

The research aimed to determine the moderating effect of advertisement (ad) length on the relationships between ad content and the intention of skipping, as well as ad irritation. The research attempted to fill in the lacuna in the academic literature on the said issue. In doing so, it examined consumers' responses towards the consumers' intention of adskipping and irritation. The experimental research utilized four video ads with varying durations and containing both entertaining and boring content, with long and short ad length. The research sample comprised 120 respondents spend at least more than 1 hour online. The research employed convenience sampling and the method of Univariate Analysis of Variance Linear Model. IBM SPSS Statistics was used for data analysis. The results reveal that the content and length of an online video ad have a direct effect on consumers' ad irritation and intention of skipping. The research concludes that the perceived entertainment of an online video ad significantly affects consumers' intention of skipping and ad irritation. Furthermore, the length of video ads has a major impact on their intention of skipping and ad irritation.

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广告内容和广告长度对消费者对网络视频广告反应的影响

该研究旨在确定广告长度对广告内容和跳过意图之间关系的调节作用，以及广告刺激。本研究试图填补学术文献在上述问题上的空白。在这样做的过程中，它检查了消费者对消费者的选择和刺激的意图的反应。实验研究使用了四个不同时长的视频广告，其中包含娱乐和无聊的内容，广告长度有长有短。研究样本包括120名受访者，他们上网时间至少超过1小时。本研究采用方便抽样和单变量方差线性模型分析方法。采用IBM SPSS Statistics进行数据分析。结果表明，网络视频广告的内容和长度直接影响消费者的愤怒和跳过的意愿。研究得出的结论是，在线视频广告的娱乐性显著影响了消费者跳过广告和广告刺激的意愿。此外，视频广告的长度对他们的跳过意图和广告刺激有重要影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Journal the Winners

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审稿时长

24 weeks