Factors influencing the attitude to watch online video advertising among UiTM Kampus Bandaraya Melaka students

The purpose of this study is to identify the factors influencing the Attitude to watch online video advertising among UiTM Kampus Bandaraya Melaka student. The research is based on a sample of 274 respondents. The results show that Entertainment, Information, Relaxation, Escape, Passing time and Social interaction have significant influence on Atitude to watch OVA among UiTM Kampus Bandaraya Melaka students. With internet delivery of video content surging to an unprecedented level, online video advertising is becoming increasingly pervasive. The internet has been the platform for the marketer to widely spread the information about the product. Unlike the forced exposure of consumers to traditional TV commercials and consumers’ lack of control over presentation of the message, consumers can choose to view the online video advertising with video playback controls (OVAs) when they want and also control the presentation of OVAs. Consumer now a day mostly have a perception by watching an online video advertising will slow down their data access. This have been the problem form the marketer to have a bigger amount of consumer to visit the site. Over the finding, marketer have the solution by examine the online video advertising could affect consumer emotion and feeling. But the data of the marketer to determine the consumer behavior is limited and this could be a problem for the marketer to develop an effective online video advertising. Because of that, those marketers have to attract the targeted consumer to watch online video advertising by having an effective video advertising because by having an effective video advertising, the marketer could have a repetition advertising recall, brand recognition and brand awareness from the consumer. Thus, a survey towards attitude of the consumer must be conduct in order to know consumer need and want. Given that the viewing of OVSs requires active participation by consumers, it is important to examine the factors that influence consumer attitude toward watching online video advertising. The present study investigates those factors and examines the relationships between those factors.