Canonical correlation analysis of online video advertising viewing motivations and access characteristics

New Media and Society

Volumn 14, Issue 8, 2012, Pages 1358-1374

  Lee, Joonghwa ^a   Lee, Hyunmin ^b  

^a MIDDLE TENNESSEE STATE UNIVERSITY   (United States)

^b SAINT LOUIS UNIVERSITY   (United States)

Author keywords

audience activity; canonical correlation; motivation; online video ads; uses and gratifications

Indexed keywords

EID: 84870003125     PISSN: 14614448     EISSN: 14617315     Source Type: Journal    
DOI: 10.1177/1461444812444708     Document Type: Review

References (47)

1. AjzenI (2002/2006) Constructing a TPB questionnaire: Conceptual and methodological considerations. Available at: http://www.people.umass.edu/aizen/pdf/tpb.measurement.pdf (accessed 6 April 2008).
2. Ariely D.Controlling the information flow: Effects on consumers' decision making and preferences.Journal of Consumer Research. 2000;27 (2): 233-248.
3. Business Week (2009) Online video ads: A bag of tricks. Available at: http://www.businessweek.com/technology/content/jan2009/tc20090126_305941.htm (accessed 20 March 2009).
4. Chang B-H,Lee S-E,Kim B-S.Exploring factors affecting the adoption and continuance of online games among college students in South Korea.New Media and Society. 2006;8 (2): 295-319.
5. Cho C-H.How advertising works on the WWW: Modified elaboration likelihood model.Journal of Current Issues and Research in Advertising. 1999;21 (1): 33-50.
6. Cruz D,Fill C.Evaluating viral marketing: Isolating the key criteria.Marketing Intelligence & Planning. 2008;26 (7): 743-758.
7. Dijkstra M,Buijtels HEJJM,Van Raaij WF.Separate and joint effects of medium type on consumer responses: A comparison of television, print, and the Internet.Journal of Business Research. 2005;58 (3): 377-386.
8. Dobos J.Gratification models of satisfaction and choice of communication channels in organizations.Communication Research. 1992;19 (1): 29-51.
9. Dobos J,Dimmick J.Factor analysis and gratification constructs.Journal of Broadcasting and Electronic Media. 1988;32 (3): 335-350.
10. EcklerPBollsP (2011) Spreading the virus: Emotional tone of viral advertising and its effect on forwarding intentions and attitudes. Journal of Interactive Advertising11(2). Available at: http://jiad.org/article142 (accessed 7 May 2011).
11. eMarketer (2009) Numbers show decline in TV ad spending. Available at: http://www.emarketer.com/Article.aspx?id=1006900 (accessed 20 March 2009).
12. eMarketer (2010) Video advertising engagement. Available at: http://www.emarketer.com/blog/index.php/emarketer-webinar-marketers-video-advertising-engagement/ (accessed 20 January 2011).
13. Ferguson DA,Perse EM.The World Wide Web as a functional alternative to television.Journal of Broadcasting and Electronic Media. 2000;44 (2): 155-174.
14. Fishbein M,Ajzen IBelief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley; 1975:.
15. Friestad M,Wright P.The persuasion knowledge model: How people cope with persuasion attempts.Journal of Consumer Research. 1994;21 (1): 1-31.
16. Grace-Farfaglia P,Dekkers A,Sundararajan B, et al.Multinational Web uses and gratifications: Measuring the social impact of online community participation across national boundaries.Electron Commerce Research. 2006;6 (1): 75-101.
17. Katz E.Mass communication research and the study of popular culture: An editorial note on a possible future for this journal.Studies in Public Communication. 1959;2:1-6.
18. Katz E,Blumler JG,Gurevitch MThe Uses of Mass Communications: Current Perspectives on Gratifications Research. Blumer JGKatz E, ed. Beverly Hills, CA: SAGE; 1974:19-23.
19. Kaye B,Johnson TJ.Online and in the know: Uses and gratifications of the Web for political information.Journal of Broadcasting and Electronic Media. 2002;46 (1): 54-71.
20. KeenCN (1999) The attribute structure of Internet shopping: What is important and what tradeoffs are possible between internet, retail, and catalog formats? Unpublished Doctoral Dissertation, Purdue University, IN.
21. Ko H,Cho C-H,Roberts MS.Internet uses and gratifications: A structural equation model of interactive advertising.Journal of Advertising. 2005;34 (2): 57-70.
22. Ko H,Roberts MS,Cho C-H.Cross-cultural differences in motivations and perceived interactivity: A comparative study of American and Korean Internet users.Journal of Current Issues and Research in Advertising. 2006;28 (2): 93-104.
23. Korgaonkar PK,Wolin LD.A multivariate analysis of Web usage.Journal of Advertising Research. 1999;39 (2): 53-68.
24. LaRose R,Eastin MS.A social cognitive theory of Internet uses and gratifications: Toward a new model of media attendance.Journal of Broadcasting and Electronic Media. 2004;48 (3): 358-377.
25. Lee J,Lee M.Motivations of watching online video advertising: From a perspective of uses and gratifications. Paper presented at the 2008 conference of the American Academy of Advertising; 2008San Mateo, CA; 2008.
26. Lee J,Lee M.Factors influencing the intention to watch online video advertising.Cyberpsychology, Behavior, and Social Networking. 2011;14 (10): 619-624.
27. Leung L.User-generated content on the internet: An examination of gratifications, civic engagement and psychological empowerment.New Media and Society. 2009;11 (8): 1327-1347.
28. Levy MR,Windahl S.Audience activity and gratifications: A conceptual clarification and exploration.Communication Research. 1984;11:51-78.
29. Lin CAClarifying Communication Theories: A Hands-On Approach. Stone GSingletary MRichmond VP, ed. Ames, IA: Iowa State University Press; 1999:199-208.
30. NiekampRA (2003) Audience activity among users of the World Wide Web. Unpublished Doctoral Dissertation, The Pennsylvania State University, PA.
31. Norman AT,Russell CA.The pass-along effect: Investigating word-of-mouth effects on online survey procedures.Journal of Computer-Mediated Communication. 2006;11 (4): 1085-1103.
32. O'Donohoe S.Advertising uses and gratifications.European Journal of Marketing. 1994;28 (8/9): 52-75.
33. Palmgreen P.Uses and gratifications: A theoretical perspective.Communication Yearbook. 1984;8:20-55.
34. Palmgreen P,Wenner LA,Rayburn JD.Relations between gratifications sought and obtained: A study of television news.Communication Research. 1980;7 (2): 161-192.
35. Papacharissi Z,Rubin AM.Predictors of Internet use.Journal of Broadcasting and Electronic Media. 2000;44 (2): 175-196.
36. PavlouPAStewartDW (2000) Measuring the effects and effectiveness of interactive advertising: A research agenda. Journal of Interactive Advertising1(1). Available at: http://jiad.org/article6 (accessed 7 June 2008).
37. Perse EM.Audience selectivity and involvement in the newer media environment.Communication Research. 1990;17 (5): 675-697.
38. Pew Internet & American Life Project (2007) Online video: 57% of Internet users have watched videos online and most of them share what they find with others. Available at: http://www.pewinternet.org/PPF/r/219/report_display.asp (accessed 2 August 2007).
39. RodgersSThorsonE (2000) The interactive advertising model: How users perceive and process online ads. Journal of Interactive Advertising1(1). Available at: http://jiad.org/article5 (accessed 7 June 2008).
40. Shin D-H.Understanding e-book users: Uses and gratification expectancy model.New Media and Society. 2011;13 (2): 260-278.
41. Sicilia M,Ruiz S,Munuera JL.Effects of interactivity in a Web site: The moderating effect of need for cognition.Journal of Advertising. 2005;34 (3): 31-45.
42. Southgate D,Westoby N,Page G.Creative determinants of viral video viewing.International Journal of Advertising. 2010;29 (3): 349-368.
43. Stafford TF,Stafford MR.Identifying motivations for the use of commercial Web sites.Information Resources Management Journal. 2001;14 (1): 22-30.
44. Sweetser KD.A losing strategy: The impact of nondisclosure in social media on relationships.Journal of Public Relations Research. 2010;22 (3): 288-312.
45. Tabachnick BG,Fidell LSUsing Multivariate Statistics. 2007) Using Multivariate Statistics, 5th ed.Boston, MA: Allyn and Bacon.Boston, MA: Allyn and Bacon; 2007:.
46. Widing RE,Talarzyk W.Electronic information systems for consumers: An evaluation of computer-assisted formats in multiple decision environments.Journal of Marketing Research. 1993;30 (2): 125-141.
47. Youn S,Lee MAdvertising, Promotion, and New Media. Stafford MRFaber RJ, ed. Armonk, NY: M.E. Sharpe; 2005:320-347.