{"id":"https://openalex.org/W3200082844","doi":"https://doi.org/10.3390/info12090373","title":"The Mitigators of Ad Irritation and Avoidance of YouTube Skippable In-Stream Ads: An Empirical Study in Taiwan","display_name":"The Mitigators of Ad Irritation and Avoidance of YouTube Skippable In-Stream Ads: An Empirical Study in Taiwan","publication_year":2021,"publication_date":"2021-09-14","ids":{"openalex":"https://openalex.org/W3200082844","doi":"https://doi.org/10.3390/info12090373","mag":"3200082844"},"language":"en","primary_location":{"id":"doi:10.3390/info12090373","is_oa":true,"landing_page_url":"https://doi.org/10.3390/info12090373","pdf_url":"https://www.mdpi.com/2078-2489/12/9/373/pdf","source":{"id":"https://openalex.org/S4210219776","display_name":"Information","issn_l":"2078-2489","issn":["2078-2489"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Information","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/2078-2489/12/9/373/pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5074398999","display_name":"Hota Chia-Sheng Lin","orcid":"https://orcid.org/0000-0003-3124-6276"},"institutions":[{"id":"https://openalex.org/I192703390","display_name":"Ming Chuan University","ror":"https://ror.org/02pgvzy25","country_code":"TW","type":"education","lineage":["https://openalex.org/I192703390"]}],"countries":["TW"],"is_corresponding":false,"raw_author_name":"Hota Chia-Sheng Lin","raw_affiliation_strings":["Department of Leisure and Recreation Administration, Ming Chuan University, 5 De Ming Rd., Gui Shan District, Taoyuan City 333, Taiwan"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Leisure and Recreation Administration, Ming Chuan University, 5 De Ming Rd., Gui Shan District, Taoyuan City 333, Taiwan","institution_ids":["https://openalex.org/I192703390"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5067474958","display_name":"Neil Chueh-An Lee","orcid":"https://orcid.org/0000-0001-7264-3601"},"institutions":[{"id":"https://openalex.org/I183570559","display_name":"National Chiayi University","ror":"https://ror.org/04gknbs13","country_code":"TW","type":"education","lineage":["https://openalex.org/I183570559"]}],"countries":["TW"],"is_corresponding":true,"raw_author_name":"Neil Chueh-An Lee","raw_affiliation_strings":["Department of Marketing and Tourism Management, National Chiayi University, No. 580 Sinmin Rd., Chiayi City 60054, Taiwan"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Marketing and Tourism Management, National Chiayi University, No. 580 Sinmin Rd., Chiayi City 60054, Taiwan","institution_ids":["https://openalex.org/I183570559"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5060944775","display_name":"Yi-Chieh Lu","orcid":null},"institutions":[{"id":"https://openalex.org/I183570559","display_name":"National Chiayi University","ror":"https://ror.org/04gknbs13","country_code":"TW","type":"education","lineage":["https://openalex.org/I183570559"]}],"countries":["TW"],"is_corresponding":false,"raw_author_name":"Yi-Chieh Lu","raw_affiliation_strings":["Department of Marketing and Tourism Management, National Chiayi University, No. 580 Sinmin Rd., Chiayi City 60054, Taiwan"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Marketing and Tourism Management, National Chiayi University, No. 580 Sinmin Rd., Chiayi City 60054, Taiwan","institution_ids":["https://openalex.org/I183570559"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5067474958"],"corresponding_institution_ids":["https://openalex.org/I183570559"],"apc_list":{"value":1400,"currency":"CHF","value_usd":1515},"apc_paid":{"value":1400,"currency":"CHF","value_usd":1515},"fwci":5.3348,"has_fulltext":true,"cited_by_count":19,"citation_normalized_percentile":{"value":0.95533684,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":95,"max":98},"biblio":{"volume":"12","issue":"9","first_page":"373","last_page":"373"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9998999834060669,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9998999834060669,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9936000108718872,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9919000267982483,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/irritation","display_name":"Irritation","score":0.8945479393005371},{"id":"https://openalex.org/keywords/attractiveness","display_name":"Attractiveness","score":0.8454552888870239},{"id":"https://openalex.org/keywords/context","display_name":"Context (archaeology)","score":0.6647316217422485},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.5783263444900513},{"id":"https://openalex.org/keywords/social-psychology","display_name":"Social psychology","score":0.5115116834640503},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.5082623362541199},{"id":"https://openalex.org/keywords/altruism","display_name":"Altruism (biology)","score":0.493113249540329},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.143300861120224},{"id":"https://openalex.org/keywords/medicine","display_name":"Medicine","score":0.1382751762866974},{"id":"https://openalex.org/keywords/geography","display_name":"Geography","score":0.07203680276870728}],"concepts":[{"id":"https://openalex.org/C2777063393","wikidata":"https://www.wikidata.org/wiki/Q77776","display_name":"Irritation","level":2,"score":0.8945479393005371},{"id":"https://openalex.org/C31173074","wikidata":"https://www.wikidata.org/wiki/Q2632514","display_name":"Attractiveness","level":2,"score":0.8454552888870239},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.6647316217422485},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.5783263444900513},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.5115116834640503},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5082623362541199},{"id":"https://openalex.org/C2780279448","wikidata":"https://www.wikidata.org/wiki/Q2559380","display_name":"Altruism (biology)","level":2,"score":0.493113249540329},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.143300861120224},{"id":"https://openalex.org/C71924100","wikidata":"https://www.wikidata.org/wiki/Q11190","display_name":"Medicine","level":0,"score":0.1382751762866974},{"id":"https://openalex.org/C205649164","wikidata":"https://www.wikidata.org/wiki/Q1071","display_name":"Geography","level":0,"score":0.07203680276870728},{"id":"https://openalex.org/C166957645","wikidata":"https://www.wikidata.org/wiki/Q23498","display_name":"Archaeology","level":1,"score":0.0},{"id":"https://openalex.org/C203014093","wikidata":"https://www.wikidata.org/wiki/Q101929","display_name":"Immunology","level":1,"score":0.0},{"id":"https://openalex.org/C11171543","wikidata":"https://www.wikidata.org/wiki/Q41630","display_name":"Psychoanalysis","level":1,"score":0.0}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.3390/info12090373","is_oa":true,"landing_page_url":"https://doi.org/10.3390/info12090373","pdf_url":"https://www.mdpi.com/2078-2489/12/9/373/pdf","source":{"id":"https://openalex.org/S4210219776","display_name":"Information","issn_l":"2078-2489","issn":["2078-2489"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Information","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:398600bbc4be4249b0007cc73241507d","is_oa":true,"landing_page_url":"https://doaj.org/article/398600bbc4be4249b0007cc73241507d","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Information, Vol 12, Iss 9, p 373 (2021)","raw_type":"article"},{"id":"pmh:oai:mdpi.com:/2078-2489/12/9/373/","is_oa":true,"landing_page_url":"https://dx.doi.org/10.3390/info12090373","pdf_url":null,"source":{"id":"https://openalex.org/S4306400947","display_name":"MDPI (MDPI AG)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I4210097602","host_organization_name":"Multidisciplinary Digital Publishing Institute (Switzerland)","host_organization_lineage":["https://openalex.org/I4210097602"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Information; Volume 12; Issue 9; Pages: 373","raw_type":"Text"}],"best_oa_location":{"id":"doi:10.3390/info12090373","is_oa":true,"landing_page_url":"https://doi.org/10.3390/info12090373","pdf_url":"https://www.mdpi.com/2078-2489/12/9/373/pdf","source":{"id":"https://openalex.org/S4210219776","display_name":"Information","issn_l":"2078-2489","issn":["2078-2489"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Information","raw_type":"journal-article"},"sustainable_development_goals":[{"display_name":"No poverty","id":"https://metadata.un.org/sdg/1","score":0.6499999761581421}],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W3200082844.pdf","grobid_xml":"https://content.openalex.org/works/W3200082844.grobid-xml"},"referenced_works_count":62,"referenced_works":["https://openalex.org/W121826637","https://openalex.org/W801548442","https://openalex.org/W1599808469","https://openalex.org/W1694829831","https://openalex.org/W1729409238","https://openalex.org/W1841590475","https://openalex.org/W1941589107","https://openalex.org/W1963549000","https://openalex.org/W1964924375","https://openalex.org/W1969790170","https://openalex.org/W1977464430","https://openalex.org/W1981631152","https://openalex.org/W1999844349","https://openalex.org/W2007780725","https://openalex.org/W2009443163","https://openalex.org/W2023505872","https://openalex.org/W2024450294","https://openalex.org/W2035642978","https://openalex.org/W2036866021","https://openalex.org/W2037710531","https://openalex.org/W2037883762","https://openalex.org/W2050669421","https://openalex.org/W2052152090","https://openalex.org/W2078087535","https://openalex.org/W2079084267","https://openalex.org/W2083356960","https://openalex.org/W2091642451","https://openalex.org/W2094025873","https://openalex.org/W2106096361","https://openalex.org/W2106595660","https://openalex.org/W2107913771","https://openalex.org/W2108867285","https://openalex.org/W2109338827","https://openalex.org/W2120288810","https://openalex.org/W2160460894","https://openalex.org/W2164385948","https://openalex.org/W2237455787","https://openalex.org/W2253548483","https://openalex.org/W2312032554","https://openalex.org/W2505206897","https://openalex.org/W2519307189","https://openalex.org/W2540636983","https://openalex.org/W2944727265","https://openalex.org/W2954038896","https://openalex.org/W3000476390","https://openalex.org/W3003366801","https://openalex.org/W3005194287","https://openalex.org/W3045009315","https://openalex.org/W3090543541","https://openalex.org/W3109616381","https://openalex.org/W3111264336","https://openalex.org/W3122701845","https://openalex.org/W3161170026","https://openalex.org/W3192754697","https://openalex.org/W3210383951","https://openalex.org/W4230375977","https://openalex.org/W4250593064","https://openalex.org/W4388152402","https://openalex.org/W6659723720","https://openalex.org/W6683539357","https://openalex.org/W6684061879","https://openalex.org/W6795059838"],"related_works":["https://openalex.org/W2899084033","https://openalex.org/W2748952813","https://openalex.org/W4200508654","https://openalex.org/W4375829797","https://openalex.org/W2577455382","https://openalex.org/W2398900508","https://openalex.org/W4245080958","https://openalex.org/W2173620395","https://openalex.org/W2939061046","https://openalex.org/W3137770800"],"abstract_inverted_index":{"On":[0],"YouTube,":[1],"skippable":[2,50],"in-stream":[3,51],"advertisements":[4],"(ads)":[5],"are":[6,117,128],"critical":[7],"income":[8],"for":[9,122],"both":[10,95],"YouTube":[11,49],"and":[12,20,38,43,98,108,111,119,126],"content":[13],"creators.":[14],"However,":[15,100],"ads":[16],"inevitably":[17],"irritate":[18],"viewers,":[19],"as":[21],"a":[22,68,84],"result,":[23],"they":[24],"tend":[25],"to":[26,33,104],"avoid":[27],"ads.":[28,52],"Thus,":[29],"this":[30],"study":[31],"attempts":[32],"identify":[34],"potential":[35],"mitigators\u2014source":[36],"attractiveness":[37,102],"reciprocal":[39,90],"altruism\u2014of":[40],"ad":[41,81,88,96,106,124],"irritation":[42,82,97,107,125],"avoidance":[44,127],"in":[45,60],"the":[46,62],"context":[47],"of":[48,114],"Using":[53],"an":[54],"online":[55],"survey":[56],"(n":[57],"=":[58],"512)":[59],"Taiwan,":[61],"proposed":[63],"model":[64],"is":[65],"examined":[66],"by":[67],"partial":[69],"least":[70],"squares":[71],"structural":[72],"equation":[73],"modeling":[74],"analysis.":[75],"The":[76],"findings":[77,116],"show":[78],"that":[79],"while":[80],"has":[83],"positive":[85],"effect":[86],"on":[87],"avoidance,":[89],"altruism":[91],"can":[92],"significantly":[93],"reduce":[94],"avoidance.":[99,109],"source":[101],"fails":[103],"mitigate":[105],"Theoretical":[110],"managerial":[112],"implications":[113],"these":[115],"discussed,":[118],"several":[120],"solutions":[121],"reducing":[123],"provided.":[129]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":4},{"year":2024,"cited_by_count":5},{"year":2023,"cited_by_count":5},{"year":2022,"cited_by_count":4}],"updated_date":"2026-05-21T06:26:12.895304","created_date":"2025-10-10T00:00:00"}
