Journal article
Canonical correlation analysis of online video advertising viewing motivations and access characteristics
New media & society, v 14(8), pp 1358-1374
01 Dec 2012
Abstract
This study investigates consumers' motivations for watching online video ads and the relationship between the motivations and access characteristics of viewers. Uses and gratifications and characteristics of consumers' exposure to online video ads were reviewed for this study. First, findings of exploratory factor analysis revealed five different motivations for viewing online video ads - social interaction, relaxation, information, escapism-pass time, and entertainment. Second, canonical correlation analysis revealed that the desire to fulfill viewing motivations is positively correlated with frequencies to actively access websites and frequencies to visit different types of websites. Implications and future research are discussed.
Metrics
Details
- Title
- Canonical correlation analysis of online video advertising viewing motivations and access characteristics
- Creators
- Joonghwa Lee - Middle Tennessee State UniversityHyunmin Lee - St Louis Univ, Dept Commun, St Louis, MO 63108 USA
- Publication Details
- New media & society, v 14(8), pp 1358-1374
- Publisher
- Sage
- Number of pages
- 17
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Communication
- Web of Science ID
- WOS:000311459300008
- Scopus ID
- 2-s2.0-84870003125
- Other Identifier
- 991021862778604721
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Communication