Irritation of Advertisement on Video-Sharing Website

• Main Authors: Hao-Ting Chiu, 邱浩婷
• Other Authors: Kuo-Fang Peng
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/99647236471195680098

碩士 === 國立勤益科技大學 === 流通管理系 === 103 === Advertisements in this day are all around us, the fast development of technology has brought forth many different kinds of advertising. Advertisers are migrating from traditional TV commercial advertisements to convenient and less costly internet advertising. Choosing which video an audience member wants to watch is a characteristic special to Video-Sharing Websites. If the advertisement encourages the audience to watch it at the same time, it becomes an hindrance for the audience. A key drawback is the negative effect this has on the audience’s feelings and the degree in which this directly influences advertising. One most also take into consideration if the audience has a different opinion on advertisements when product involvement varies from high to low and begavior intention (i.e. goal-directed and experiential) of audience members are different. This research examines the affective cognition of advertisements and undesirable factors of advertisements and undesirable factors of advertisements to deem if they will have an irritating effect and/or influencing degree on the communication effectiveness presented in the advertisement. We used a questionnaire survey and lab-controlled survey to collect 278 samples, using PLS path analysis we found the the advertisement content that possessed funny, gentle and soothing characteristics led to a reduction in irritation. Forcing the audience watch an advertisement, too much exposure and deceptiveness traits will lead to increased irritation. This irritation will make audience hate the advertisement or even lower their intention to purchase. In addition, we also found if audiences belong to goal-directed when he or she chooses videos, it can facilitate to increase the emotion of dislike advertisements and products. Based on the results above, this thesis suggests that advertiser should embrace positive family emotion, friendship or happiness in due context to reduce irritation. For all intrusiveness is the reason why irritation happened, at the same time, it is the way let audience watch advertisements. On the other hand, if the advertisers would like to reduce irritation effectively, using optimistic affective Response is a good way.