Why People Pass Along Online Video Advertising: From the Perspectives of the Interpersonal Communication Motives Scale and the Theory of Reasoned Action
Joonghwa Lee, Chang-Dae Ham and Mikyoung Kim
Since the emergence of online video sharing in the mid-2000s, the number of online video-sharing website users (e.g., YouTube users) has grown dramatically. In 2010, about 65% of U.S. Internet users watched online videos, and that number is expected to grow to 76% by 2015 (eMarketer 2011). With the rapid growth of online video-sharing websites, many advertisers and marketers are interested in using online video advertisements (hereinafter...