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

REFERENCES

• Ajzen , Icek . 2006 . Constructing a TPB Questionnaire: Conceptual and Methodological Considerations . http://people.umass.edu/aizen/tpd.html
   Google Scholar
• Ajzen , Icek and Fishbein , Martin . 1980 . Understanding Attitudes and Predicting Social Behavior , Englewood Cliffs , NJ : Prentice-Hall .
   Google Scholar
• Albarrancín , Dolores , Johnson , Blair T. , Fishbein , Martin and Muellerleile , Paige A. 2001 . Theories of Reasoned Action and Planned Behavior as Models of Condom Use: A Meta-Analysis . Psychological Bulletin , 127 ( 1 ) : 142 – 61 .
   PubMed Web of Science ®Google Scholar
• Arbuckle , James L. 1996 . “ Full Information Estimation in the Presence of Incomplete Data ” . In Advanced Structural Equation Modeling: Issues and Techniques , Edited by: Marcoulides , George A. and Schumacker , Randall E. 243 – 77 . Mahwah , NJ : Erlbaum .
   Google Scholar
• Bagozzi , Richard P. 1981 . Attitudes, Intentions, and Behavior: A Test of Some Key Hypotheses . Journal of Personality and Social Psychology , 41 ( 4 ) : 607 – 27 .
   Web of Science ®Google Scholar
• Bagozzi , Richard P. , Baumgartner , Hans and Yi , Youjae . 1992 . State versus Action Orientation and the Theory of Reasoned Action: An Application to Coupon Usage . Journal of Consumer Research , 18 ( 4 ) : 505 – 18 .
   Web of Science ®Google Scholar
• Bagozzi , Richard P. , Wong , Nancy , Abe , Shuzo and Bergami , Massimo . 2000 . Cultural and Situational Contingencies and the Theory of Reasoned Action: Application to Fast Food Restaurant Consumption . Journal of Consumer Psychology , 9 ( 2 ) : 97 – 106 .
   Web of Science ®Google Scholar
• Bentler , Peter M. 1990 . Comparative Fit Indexes in Structural Models . Psychological Bulletin , 107 ( 2 ) : 238 – 46 .
   PubMed Web of Science ®Google Scholar
• Bentler , Peter M. 1992 . On the Fit of Models to Covariances and Methodology to the Bulletin . Psychological Bulletin , 112 ( 3 ) : 400 – 404 .
   PubMed Web of Science ®Google Scholar
• Bochner , Arthur P. 1984 . “ The Functions of Human Communication in Interpersonal Bonding ” . In Handbook of Rhetorical and Communication Theory , Edited by: Arnold , Carroll C. and Bowers , John W. 544 – 621 . Boston : Allyn and Bacon .
   Google Scholar
• Bochner , Arthur P. , Kaminski , Edmund P. and Fitzpatrick , Mary A. 1977 . The Conceptual Domain of Interpersonal Communication Behavior: A Factor-Analytic Study . Human Communication Research , 3 ( 4 ) : 291 – 302 .
   Google Scholar
• Bock , Gee-Woo , Zmud , Robert W. , Kim , Young-Gul and Lee , Jae-Nam . 2005 . Behavioral Intention Formation in Knowledge Sharing: Examining the Roles of Extrinsic Motivators, Social-Psychological Forces, and Organizational Climate . MIS Quarterly , 29 ( 1 ) : 87 – 111 .
   Web of Science ®Google Scholar
• Boush , David M. , Friestad , Marian and Rose , Gregory M. 1994 . Adolescent Skepticism toward Advertising and Knowledge of Advertiser Tactics . Journal of Consumer Research , 21 ( 1 ) : 165 – 75 .
   Web of Science ®Google Scholar
• Brown , Morgan . 2008 . Do's and Don’ts of Online Video Advertising . Advertising Age , July 15. http://adage.com/article/web-video-report-howto-articles/s-don-ts-online-video-advertising/129648/
   Google Scholar
• Brown , Timothy A. 2006 . Confirmatory Factor Analysis for Applied Research , New York : Guilford Press .
   Google Scholar
• Browne , Michael W. and Cudeck , Robert . 1993 . “ Alternate Ways of Assessing Model Fit ” . In Testing Structural Equation Models , Edited by: Bollen , Kenneth A. and Long , J. Scott . 136 – 62 . Newbury Park , CA : Sage .
   Google Scholar
• Burgoon , Judee K. and Hale , Jerold L. 1984 . The Fundamental Topoi of Relational Communication . Communication Monographs , 51 ( 3 ) : 193 – 214 .
   Web of Science ®Google Scholar
• Byrne , Barbara M. 2001 . Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming , Mahwah , NJ : Erlbaum .
   Google Scholar
• Cheong , Hyuk Jun and Morrison , Margaret A. 2008 . Consumers’ Reliance on Product Information and Recommendations Found in UGC . Journal of Interactive Advertising , 8 ( 2 ) : 38 – 49 .
   Google Scholar
• Choo , HoJung , Chung , Jae-Eun and Pysarchik , Dawn T. 2004 . Antecedents to New Food Product Purchasing Behavior among Innovator Groups in India . European Journal of Marketing , 38 ( 5/6 ) : 608 – 25 .
   Google Scholar
• ComScore . 2012 . ComScore Releases March 2012 U.S. Online Video Rankings . April 19, http://www.comscore.com/Press_Events/Press_Releases/2012/4/comScore_Releases_March_2012_U.S._Online_Video_Rankings
   Google Scholar
• Conner , Mark and Armitage , Christopher J. 1998 . Extending the Theory of Planned Behavior: A Review and Avenues for Further Research . Journal of Applied Social Psychology , 28 ( 15 ) : 1429 – 64 .
   Web of Science ®Google Scholar
• Cruz , Danilo and Fill , Chris . 2008 . Evaluating Viral Marketing: Isolating the Key Criteria . Marketing Intelligence and Planning , 26 ( 7 ) : 743 – 58 .
   Google Scholar
• Dance , Frank E. X. and Larson , Carl E. 1976 . Function of Human Communication: A Theoretical Approach , New York : Holt, Rinehart, and Winston .
   Google Scholar
• Datta , Palto R. , Chowdhury , Dababrata N. and Chakraborty , Bonya R. 2005 . Viral Marketing: New Form of Word-of-Mouth through Internet . Business Review , 3 ( 2 ) : 69 – 75 .
   Google Scholar
• Davis , Fred D. , Bagozzi , Richard P. and Warshaw , Paul R. 1989 . User Acceptance of Computer Technology: A Comparison of Two Theoretical Models . Management Science , 35 ( 8 ) : 982 – 1003 .
   Web of Science ®Google Scholar
• Deci , Edward L. and Ryan , Richard M. 1985 . Intrinsic Motivation and Self-Determination in Human Behavior , New York : Plenum .
   Google Scholar
• Dobos , Jean . 1992 . Gratification Models of Satisfaction and Choice of Communication Channels in Organizations . Communication Research , 19 ( 1 ) : 29 – 51 .
   Web of Science ®Google Scholar
• Eckler , Petya and Bolls , Paul . 2011 . Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intentions and Attitudes . Journal of Interactive Advertising , 11 ( 2 ) : 1 – 11 .
   Google Scholar
• eMarketer . 2011 . Top Digital Trends for 2012 . http://www.slideshare.net/BeatHrlimann/2012-study-e-marketer-trends-top-digital-trends-2012
   Google Scholar
• Ferguson , Douglas A. and Perse , Elizabeth M. 2000 . The World Wide Web as a Functional Alternative to Television . Journal of Broadcasting and Electronic Media , 44 ( 2 ) : 155 – 74 .
   Web of Science ®Google Scholar
• Fishbein , Martin and Ajzen , Icek . 1975 . Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , Reading , MA : Addison-Wesley .
   Google Scholar
• Fitzmaurice , Julie . 2005 . Incorporating Consumers’ Motivations into the Theory of Reasoned Action . Psychology and Marketing , 22 ( 11 ) : 911 – 29 .
   Web of Science ®Google Scholar
• Hair , Joseph F. Jr. , Anderson , Rolph E. , Tatham , Ronald L. and Black , William C. 2006 . Multivariate Data Analysis, , 6th ed. , Upper Saddle River , NJ : Prentice-Hall .
   Google Scholar
• Hansen , Torben . 2008 . Consumer Values, the Theory of Planned Behaviour, and Online Grocery Shopping . International Journal of Consumer Studies , 32 ( 2 ) : 128 – 37 .
   Web of Science ®Google Scholar
• Hansen , Torben , Jensen , Jan M. and Solgaard , Hans S. 2004 . Predicting Online Grocery Buying Intention: A Comparison of the Theory of Reasoned Action and The Theory of Planned Behaviour . International Journal of Information Management , 24 ( 6 ) : 539 – 50 .
   Web of Science ®Google Scholar
• Hennig-Thurau , Thorsten , Gwinner , Kevin P. , Walsh , Gianfranco and Gremler , Dwayne D. 2004 . Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? . Journal of Interactive Marketing , 18 ( 1 ) : 38 – 52 .
   Google Scholar
• Hsu , Chin-Lung and Lin , Judy Chuan-Chuan . 2008 . Acceptance of Blog Usage: The Roles of Technology Acceptance, Social Influence and Knowledge Sharing Motivation . Information and Management , 45 ( 1 ) : 65 – 74 .
   Web of Science ®Google Scholar
• Jamshidian , Mortaza and Bentler , Peter M. 1999 . ML Estimation of Mean and Covariance Structures with Missing Data Using Complete Data routines . Journal of Educational and Behavioral Statistics , 24 : 21 – 41 .
   Web of Science ®Google Scholar
• Katz , Elihu , Blumler , Jay G and Gurevitch , Michael . 1974 . “ Utilization of Mass Communication by the Individual ” . In The Uses of Mass Communications: Current Perspectives on Gratifications Research , Edited by: Blumer , Jay G. and Katz , Elihu . 19 – 32 . Beverly Hills : Sage .
   Google Scholar
• Kline , Rex B. 2005 . Principles and Practice of Structural Equation Modeling, , 2nd ed. , New York : Guilford Press .
   Google Scholar
• LaRose , Robert , Dana , Mastro and Eastin , Matthew S. 2001 . Understanding Internet Usage: A Social Cognitive Approach to Uses and Gratifications . Social Science Computer Review , 19 ( 4 ) : 395 – 413 .
   Web of Science ®Google Scholar
• Lee , Joonghwa and Lee , Mira . 2008 . Motivations of Watching Online Video Advertising: From a Perspective of Uses and Gratifications . manuscript presented at the 2008 conference of the American Academy of Advertising, San Mateo, CA, March
   Google Scholar
• Lee , Joonghwa and Lee , Mira . 2011 . Factors Influencing the Intention to Watch Online Video Advertising . Cyberpsychology, Behavior, and Social Networking , 14 ( 10 ) : 619 – 24 .
   PubMed Web of Science ®Google Scholar
• Lim , Heejin and Dubinsky , Alan J. 2005 . The Theory of Planned Behavior in E-Commerce: Making a Case for Interdependencies between Salient Beliefs . Psychology and Marketing , 22 ( 10 ) : 833 – 55 .
   Web of Science ®Google Scholar
• Lin , Carolyn A. 1999 . “ Uses and Gratifications ” . In Clarifying Communication Theories: A Hands-On Approach , Edited by: Stone , G. , Singletary , M. and Richmond , V. P. 199 – 208 . Ames : Iowa State University Press .
   Google Scholar
• Lutz , Richard J. , MacKenzie , Scott and Belch , George . 1983 . “ Attitude Toward the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences ” . In Advances in Consumer Research , Edited by: Bagozzi , R. P. and Tybout , A. M. Vol. 10 , 532 – 39 . Ann Arbor , MI : Association for Consumer Research .
   Google Scholar
• MacKenzie , Scott. B. , Lutz , Richard J. and Belch , George E. 1986 . The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations . Journal of Marketing Research , 23 ( 2 ) : 130 – 43 .
   Web of Science ®Google Scholar
• Madden , Mary . 2007 . Online Video: 57% of Internet Users Have Watched Videos Online and Most of Them Share What They Find with Others . Pew Internet and American Life Project July 25, http://www.pewinternet.org/PPF/r/219/report_display.asp
   Google Scholar
• Madden , Thomas J. , Ellen , Pamela Scholder and Ajzen , Icek . 1992 . A Comparison of the Theory of Planned Behavior and the Theory of Reasoned Action . Personality and Social Psychology Bulletin , 18 ( 1 ) : 3 – 9 .
   Web of Science ®Google Scholar
• Mitchell , Andrew A. and Olson , Jerry C. 1981 . Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? . Journal of Marketing Research , 18 ( 3 ) : 318 – 32 .
   Web of Science ®Google Scholar
• Oliver , Richard L. and Bearden , William O. 1985 . Crossover Effects in the Theory of Reasoned Action . Journal of Consumer Research , 12 ( 3 ) : 324 – 40 .
   Web of Science ®Google Scholar
• Papacharissi , Zizi and Rubin , Alan M. 2000 . Predictors of Internet Use . Journal of Broadcasting and Electronic Media , 44 ( 2 ) : 175 – 96 .
   Web of Science ®Google Scholar
• Perse , Elizabeth M. and Courtright , John A. 1993 . Normative Images of Communication Media: Mass and Interpersonal Channels in the New Media Environment . Human Communication Research , 19 ( 4 ) : 485 – 503 .
   Web of Science ®Google Scholar
• Phelps , Joseph , Lewis , Regina , Mobilio , Lynne , Perry , David and Raman , Niranjan . 2004 . Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass along Email . Journal of Advertising Research , 44 ( 4 ) : 333 – 48 .
   Web of Science ®Google Scholar
• Phelps , Joseph and Thorson , Esther . 1991 . Brand Familiarity and Product Involvement Effects on the Attitude Toward an Ad-Brand Attitude Relationship . Advances in Consumer Research , 18 : 202 – 209 .
   Google Scholar
• Rubin , Alan M. 1981 . An Examination of Television Viewing Motivations . Communication Research , 8 ( 2 ) : 141 – 65 .
   Web of Science ®Google Scholar
• Rubin , Alan M. and Windahl , Sven . 1986 . The Uses and Dependency Model of Mass Communication . Critical Studies in Media Communication , 3 ( 2 ) : 184 – 99 .
   Web of Science ®Google Scholar
• Rubin , Rebecca B. , Perse , Elizabeth M. and Barbato , Carole A. 1988 . Conceptualization and Measurement of Interpersonal Communication Motives . Human Communication Research , 14 ( 4 ) : 602 – 28 .
   Web of Science ®Google Scholar
• Ryan , Michael J. 1982 . Behavioral Intention Formation: The Interdependency of Attitudinal and Social Influence Variables . Journal of Consumer Research , 9 ( 3 ) : 263 – 78 .
   Web of Science ®Google Scholar
• Ryan , Michael J. and Bonfield , E. H. 1980 . Fishbein's Intentions Model: A Test of External and Pragmatic Validity . Journal of Marketing , 44 ( 2 ) : 82 – 95 .
   Web of Science ®Google Scholar
• Schutz , William C. 1966 . The Interpersonal Underworld , Palo Alto , CA : Science and Behavior Books .
   Google Scholar
• Shimp , Terence A. and Kavas , Alican . 1984 . The Theory of Reasoned Action Applied to Coupon Usage . Journal of Consumer Research , 11 ( 3 ) : 795 – 809 .
   Web of Science ®Google Scholar
• Southgate , Duncan , Westoby , Nikki and Page , Graham . 2010 . Creative Determinants of Viral Video Viewing . International Journal of Advertising , 29 ( 3 ) : 349 – 68 .
   Web of Science ®Google Scholar
• Stafford , Thomas F. and Stafford , Marla R. 2001 . Identifying Motivations for the Use of Commercial Web Sites . Information Resources Management Journal , 14 ( 1 ) : 2 – 30 .
   Google Scholar
• Taylor , Shirley and Todd , Peter . 1995 . Decomposition and Crossover Effects in the Theory of Planned Behavior: A Study of Consumer Adoption Intention . International Journal of Research in Marketing , 12 ( 2 ) : 137 – 55 .
   Google Scholar
• Teixeira , Thales , Wedel , Michel and Pieters , Rik . 2012 . Emotion-Induced Engagement in Internet Video Advertisements . Journal of Marketing Research , 49 ( 2 ) : 144 – 59 .
   Web of Science ®Google Scholar
• Thompson , Bruce . 2004 . Exploratory and Confirmatory Factor Analysis: Understanding Concepts and Applications , Washington , DC : American Psychological Association .
   Google Scholar
• Triandis , Harry C. 1977 . Interpersonal Behavior , Monterey , CA : Brooks/Cole .
   Google Scholar
• Westmyer , Stephanie A. , DiCioccio , Rachel L. and Rubin , Rebecca B. 2006 . Appropriateness and Effectiveness of Communication Channels in Competent Interpersonal Communication . Journal of Communication , 48 ( 3 ) : 27 – 48 .
   Google Scholar
• Wish , M. , D’Andrade , R. G. and Goodnow , J. E. 1980 . Dimensions of Interpersonal Communication: Correspondences between Structures for Speech Acts and Bipolar Scales . Journal of Personality and Social Psychology , 39 ( 5 ) : 848 – 60 .
   Web of Science ®Google Scholar
• Wu , Jiming and Liu , De . 2007 . The Effects of Trust and Enjoyment on Intention to Play Online Games . Journal of Electronic Commerce Research , 8 : 128 – 40 .
   Google Scholar
• Yoh , Eunah , Damhorst , Mary Lynn , Sapp , Stephen and Laczniak , Russ . 2003 . Consumer Adoption of the Internet: The Case of Apparel Shopping . Psychology and Marketing , 20 ( 12 ) : 1095 – 118 .
   Web of Science ®Google Scholar
• Youn , Seounmi and Lee , Mira . 2005 . “ Advergame Playing Motivations and Effectiveness: A ‘Uses and Gratifications’ Perspective ” . In Advertising, Promotion, and New Media , Edited by: Stafford , Marla R. and Faber , Ronald J. 320 – 47 . Armonk , NY : M.E. Sharpe .
   Google Scholar