Canonical correlation analysis of online video advertising viewing motivations and access characteristics

This study investigates consumers’ motivations for watching online video ads and the relationship between the motivations and access characteristics of viewers. Uses and gratifications and characteristics of consumers’ exposure to online video ads were reviewed for this study. First, findings of exploratory factor analysis revealed five different motivations for viewing online video ads – social interaction, relaxation, information, escapism-pass time, and entertainment. Second, canonical correlation analysis revealed that the desire to fulfill viewing motivations is positively correlated with frequencies to actively access websites and frequencies to visit different types of websites. Implications and future research are discussed.