Why People Pass Along Online Video Advertising: From the Perspectives of the Interpersonal Communication Motives Scale and the Theory of Reasoned Action

@article{Lee2013WhyPP,
  title={Why People Pass Along Online Video Advertising: From the Perspectives of the Interpersonal Communication Motives Scale and the Theory of Reasoned Action},
  author={Joonghwa Lee and Chang Dae Ham and Mikyoung Kim},
  journal={Journal of Interactive Advertising},
  year={2013},
  volume={13},
  pages={1 - 13}
}
This study employs the theory of reasoned action to explore factors influencing consumer intention to pass along online video advertisements. Structural equation modeling test results indicated that attitude toward passing along online video ads and subjective norm positively influenced intention. Among the six expected outcomes (pleasure, affection, inclusion, escape, relaxation, and control) identified via the Interpersonal Communication Motives (ICM) scale, only pleasure and escape had… 
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