The Impact of Online video Advertisements on Product Evaluation

• Main Authors: Chi-Wen Huang, 黃麒紋
• Other Authors: Peirchyi Lii
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/89147443560272197739

碩士 === 淡江大學 === 管理科學研究所碩士班 === 96 === During recent years, video sharing websites have become popular. That uploading, viewing and downloading video clips has become a kind of popular activity for young people. The most familiar website is called “Youtube”. Not only in United States but in China, lots of similar websites were emerged. In the same time, the new category of internet advertisement, called “online video Advertisements”, was born. Most of the online video advertisements are played before the videos that online customers would like to view. Also, these customers are enforced to view the ads before being noticed. Thus, the irritation arose from the online video advertisements might make the customers have negative product evaluation. Besides, on the basis of the concept of Palanisamy and Wong (2003), the research tried to test that if personal characteristics influence the irritation arose from the online video advertisements. The research results are shown below. 1.A customer with high internal flexibility will perceive more irritation arose from the online video advertisements than that with low internal flexibility. 2.A customer with high expectation will perceive more irritation arose from the online video advertisements than that with low expectation. 3.A customer with high involvement will perceive more irritation arose from the online video advertisements than that with low involvement. 4.A customer with high perceived usefulness will perceive more irritation arose from the online video advertisements than that with low perceived usefulness. 5.The irritation arose from the online video advertisements will cause side effects on the product evaluation. To prevent from the decrease of products evaluation after broadcasting online video advertisements, the research suggests that businesses should understand the characteristics of online customers. Then, they could start to find the best way to design the online video advertisements and choose suitable video sharing websites to spread product information to customers. Finally, the positive product evaluation will be increased in the meanwhile.