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Journal of Interactive Advertising Volume 13, 2013 - Issue 1
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Original Articles

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

Joonghwa Lee Middle Tennessee State University, Murfreesboro, Tenneessee, USA
,
Chang-Dae Ham University of Illinois at Urbana-Champaign, Urbana, Illinois, USA
&
Mikyoung Kim Cheil Communication Sciences Institute, Cheil Worldwide, Seoul, South Korea
Pages 1-13 | Published online: 03 Apr 2013
 
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Abstract

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 positive impacts on attitude. Finally, normative beliefs had positive influences on subjective norm. Implications regarding pass-along behaviors are discussed.

Acknowledgments

Joonghwa Lee (PhD, University of Missouri) is assistant professor in the School of Journalism, Middle Tennessee State University.

Chang-Dae Ham (PhD, University of Missouri) is assistant professor in the Charles H. Sandage Department of Advertising, College of Media, University of Illinois at Urbana-Champaign.

Mikyoung Kim (PhD, Michigan State University) is senior research manager at the Cheil Communication Sciences Institute, Cheil World-wide.

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