Abstract
Abstract 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 future development. JEL classification numbers: M31, M37. Keywords: Online audio-visual services, Attitude toward advertising, Buying behavior.
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