Factors Affecting Consumer’s Responses on YouTube VDO In- Stream Advertisement Among Undergraduate Students in Thailand Universities
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Abstract
According to this quantitative research, it aims to (1) study the relationship between the factors of YouTube In-stream ads, which affect the attitudes towards the In-stream ads (2) study the relationship between the attitudes towards the advertisement, which affect the consumers’ responsiveness on YouTube In-stream ads. The participants are the consumers who are studying for a bachelor’s degree in Thai universities. Furthermore, the data is collected from the sample group by estimating population’s proportion as a sample size calculation in the case of not knowing the number of population (N); as a result, there are 400 persons in the sample group. Moreover, the data is collected by using the questionnaire, created by the researcher; after that, the data is analysed by using the descriptive statistics as well as the structural equation model. As a consequence, the result of this research found that most of the sample group are female, aged 20 years old in the average who are studying in the fourth year at Khon Kaen university.
In the result of the 7 factors affecting the consumers’ responsiveness on YouTube In-stream ads’s study, it is found that factors of credibility, personalization, and activity contain a positive relationship with the attitudes towards the advertisement. Apart from that, the factors of Irritation, and timing period contain a negative relationship with the attitudes towards the advertisement. However, the factors which have no relationship with the attitudes towards the advertisement include the factors of informativeness, and entertainment. In regard to the factors of attitudes towards the advertisement which positively relate with the responsiveness of the consumers could be used as a guide for business entrepreneurs in strategic planning in order to produce the YouTube advertisement to be agreeable with the consumers’ behaviours.
Article Details
The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.
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