부산대학교 도서관

In these days, Youtube is one of the most powerful advertising media. The research concerns the effect of perceived intrusiveness and perceived control in the youtube advertising environment. The purpose of this paper is to identify the variable that affect consumers' perceived intrusiveness and perceived control in youtube advertising environment, and further investigate the effect of perceived intrusiveness and perceived control on advertising, brand and media attitudes. The authors conducted an online survey with 217 college students. According to the results, the length and size of the advertisement had a positive effect on consumers' perceived intrusiveness, and the perceived value had a negative effect. However, the placement of the advertisement did not affect perceived intrusiveness. The ease of avoidance had a positive effect on perceived control. Furthermore, perceived intrusiveness had significant negative effect on advertising, brand and media attitudes, but perceived control did not affect advertising and brand attitude, and only affected media attitude, positively. This results suggest that the stance of marketers and media managers may be somewhat exclusive in the context of the Youtube advertising environment. This study provided understanding of consumer experience in the Youtube advertising environment. Based on the findings, marketers and media managers can predict specific consumer responses and apply to practice.