Click or avoid the advertising: a research on consumers’ online in-video advertising watching behaviors

This study aims to determine online in-video advertising watching motivations and the effect of these motivations on attitude towards the online in-video advertising and perceived ad intrusiveness. Also, the effect of these two variables on ad-click and ad-avoidance are examined. In this study, an online survey method was used. The research sample consisted of 391 consumers, who are aged 18 and older, in Turkey. Structural equation modeling was preferred as the data analysis method. According to the research findings, while the entertainment dimension has a positive effect on the attitude towards the online in-video advertising and ad-click, it has a negative effect on perceived ad intrusiveness. Information dimension has a positive effect on the attitude towards the online in-video advertising and ad-click. Perceived ad intrusiveness has a negative effect on the attitude towards the online in-video advertising. It has a positive effect on cognitive and behavioral ad-avoidance. But has no effect on ad-click. Attitude towards the online in-video advertising has a positive effect on ad-click but has no effect on cognitive and behavioral ad-avoidance.