This research-in-progress intends to investigate the characteristics of online advertisements and online videos in the online video websites. Specifically, we investigate how advertisements with different types and sizes can cause online users to perceive the advertisements to be intrusive and lead them to closing the advertisements. Based on the psychological reactance theory, we theorize how the interactivity of online videos can strengthen the effects of perceived intrusiveness of advertisements. We will conduct an experiment to test the hypotheses and evaluate the proposed research model. This study intends to contribute to the human-computer interaction literature by investigating how advertisements’ characteristics can interact and jointly influence online users’ perception of advertisements in the online video websites. Moreover, it intends to contribute to the digital advertising literature by studying the aversive effects of advertisements in the specific context of online video websites.
Cheung, Muller Y. M. and Ho, Shuk Ying, "Characteristics of Advertisements and Interactivity of Videos in Online Video Websites" (2017). SIGHCI 2017 Proceedings. 7.