With the increased use of the Internet,
online audio and video are becoming more and more popular. The operating income
of those websites providing online audio and video services is mainly from
advertising. Therefore, not only advertisers need to care about the importance
of the user' attitude toward advertising, but also the providers of online
audio-visual service websites should understand it. This study focused on the
attitude toward advertising of young consumers in Chiang Mai, Thailand, when
they watch online audio-visual videos on YouTube, and explored their buying behaviors.
The study found that entertainment, informativeness and credibility had a
strong positive correlation with the attitude toward YouTube advertising, while
irritability had a negative correlation. Based on the results of the analysis,
this study provided future research directions for the academic community and
the industry, as well as references for formulating business strategies and
JEL classification numbers: M31, M37.
Keywords: Online audio-visual services, Attitude toward advertising, Buying