在线视频流媒体平台广告选择的影响:受广告介入和心理抗拒的调节

IF 4.2 Q2 BUSINESS

Journal of Current Issues and Research In Advertising Pub Date : 2022-07-20 DOI:10.1080/10641734.2022.2092788

R. Ahn, C. Ham

{"title":"在线视频流媒体平台广告选择的影响:受广告介入和心理抗拒的调节","authors":"R. Ahn, C. Ham","doi":"10.1080/10641734.2022.2092788","DOIUrl":null,"url":null,"abstract":"Abstract Online video ads on video-streaming platforms interrupt viewers’ video-watching experiences, presumably triggering anger, irritation, and negative cognition. Thereby, with a theoretical framework of psychological reactance, we call scholarly attention to the role of ad choice in mitigating the negative effect of interruptions from mid-roll video ads. We propose that the effect of ad choice will be moderated by ad involvement and mediated by psychological reactance. We conducted a between-subjects experiment with a 2 (ad choice: yes versus no) × 2 (ad involvement: high versus low) design by creating a realistic digital video-streaming environment. We found that the effect of ad choice was significant only when ad involvement was low. A significant mediating role of reactance was revealed only in the relationship between ad choice and attitude toward the ads; however, the proposed moderated mediation role of psychological reactance was not significant. Theoretical and practical implications are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"43 1","pages":"360 - 376"},"PeriodicalIF":4.2000,"publicationDate":"2022-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"8","resultStr":"{\"title\":\"Exploring the Effect of Ad Choice in Online Video-Streaming Platforms: Moderated by Ad Involvement and Mediated by Psychological Reactance\",\"authors\":\"R. Ahn, C. Ham\",\"doi\":\"10.1080/10641734.2022.2092788\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Abstract Online video ads on video-streaming platforms interrupt viewers’ video-watching experiences, presumably triggering anger, irritation, and negative cognition. Thereby, with a theoretical framework of psychological reactance, we call scholarly attention to the role of ad choice in mitigating the negative effect of interruptions from mid-roll video ads. We propose that the effect of ad choice will be moderated by ad involvement and mediated by psychological reactance. We conducted a between-subjects experiment with a 2 (ad choice: yes versus no) × 2 (ad involvement: high versus low) design by creating a realistic digital video-streaming environment. We found that the effect of ad choice was significant only when ad involvement was low. A significant mediating role of reactance was revealed only in the relationship between ad choice and attitude toward the ads; however, the proposed moderated mediation role of psychological reactance was not significant. Theoretical and practical implications are discussed.\",\"PeriodicalId\":43045,\"journal\":{\"name\":\"Journal of Current Issues and Research In Advertising\",\"volume\":\"43 1\",\"pages\":\"360 - 376\"},\"PeriodicalIF\":4.2000,\"publicationDate\":\"2022-07-20\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"8\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Current Issues and Research In Advertising\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/10641734.2022.2092788\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Current Issues and Research In Advertising","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10641734.2022.2092788","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 8

摘要

摘要视频流媒体平台上的在线视频广告打断了观众的视频观看体验，可能会引发愤怒、愤怒和负面认知。因此，在心理抗拒的理论框架下，我们呼吁学术界关注广告选择在减轻中卷视频广告中断的负面影响中的作用。我们提出，广告选择的影响将由广告参与调节，并由心理抗拒介导。我们通过创建一个逼真的数字视频流环境，以2（广告选择：是与否）×2（广告参与度：高与低）的设计进行了一项受试者之间的实验。我们发现，只有当广告参与度较低时，广告选择的效果才会显著。只有在广告选择和对广告的态度之间的关系中，电抗才具有显著的中介作用；然而，所提出的心理抗拒的适度中介作用并不显著。讨论了理论和实践意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Exploring the Effect of Ad Choice in Online Video-Streaming Platforms: Moderated by Ad Involvement and Mediated by Psychological Reactance

Abstract Online video ads on video-streaming platforms interrupt viewers’ video-watching experiences, presumably triggering anger, irritation, and negative cognition. Thereby, with a theoretical framework of psychological reactance, we call scholarly attention to the role of ad choice in mitigating the negative effect of interruptions from mid-roll video ads. We propose that the effect of ad choice will be moderated by ad involvement and mediated by psychological reactance. We conducted a between-subjects experiment with a 2 (ad choice: yes versus no) × 2 (ad involvement: high versus low) design by creating a realistic digital video-streaming environment. We found that the effect of ad choice was significant only when ad involvement was low. A significant mediating role of reactance was revealed only in the relationship between ad choice and attitude toward the ads; however, the proposed moderated mediation role of psychological reactance was not significant. Theoretical and practical implications are discussed.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Journal of Current Issues and Research In Advertising Multiple-

CiteScore

5.80

自引率

32.40%

发文量