線上影音分享網站的高度普及，使廣告業者期望能藉由強制性影音廣告的強制曝光性，以提高廣告效果。然而，此強制性剝奪閱聽者的觀看自由，影響消費者的心理進而產生行為上的抗拒。因此，廠商是否能藉由改變廣告內容，來降低消費者的受侵擾感受(intrusiveness)以及抗拒行為(reactance)，便是此研究的主要議題。本研究引用心理學上的抗拒理論(Reactance Theory)，探討消費者面對強制性影音廣告時產生的抗拒反映，以及研究消費者廣告涉入程度的干擾影響。研究採網路問卷方式共取得332份有效問卷，以結構方程模型(SEM)進行資料分析。分析結果顯示，娛樂性與資訊性之廣告內容的改變不會直接影響到消費者的負面心理反應；但在長期下，可以透過消費者對強制性影音廣告的態度趨好，進而降低負面的感受，最終減少廣告的規避行為。除此之外，消費者的廣告涉入程度也會在侵擾與廣告規避之間產生干擾影響。本研究建議廣告主或網路行銷人員在運用強制性影音廣告時必須理解該廣告的內容好壞雖然不會立即影響消費者觀看的意願，但藉由改善消費者對廣告的態度，會影響之後廣告的效果；此外，鎖定低廣告涉入的消費者，才能有效降低消費者的規避行為，以提升廣告主及廠商的效益。

Because of the high popularity of online video sharing websites, advertisers want to improve advertising effectiveness through exposure to forced video advertising. However, it deprives viewers’ of freedom of choice with regard to watching videos, and causes consumer resistance. Thus, the main topic of this study is whether firms can reduce intrusiveness and advertising avoidance in consumers through changing advertising characteristics. This study adopted Reactance Theory to discuss consumers’ feelings and examined the moderating effect of advertising involvement. An online based questionnaire was used, and 332 valid responses were collected. Structural equation model (SEM) was adopted for data analysis. The results indicated that the negative perception of a consumer will not be affected by changing entertainment and informativeness related to advertising. However, in the long term, by generating better attitudes toward FVA (Forced Video Advertising), ad avoidance will ultimately be reduced. Moreover, advertising involvement was shown to have a moderating effect between intrusiveness and ad avoidance. This study suggested that when advertisers and marketers conduct FVA, they have to realize that the content does not directly influence willingness to watch, but by improving attitudes toward ads advertising effectiveness will be affected. In addition, this study found that advertisers and marketers have to target low-involvement consumers in order to decrease avoidance behavior and increase benefits.

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