Skipping the skippable: An empirical study with out-of-sample predictive relevance.

Purpose: This explanatory research aims to describe the factors that impact YouTube ad intrusiveness, value, and avoidance in light of psychological reactance theory.

Research Design: The research has a causal-predictive design. It describes the relationship between the construct with an underpinning theory. Data from a sample of 294 respondents were analyzed using partial least square structural equation modeling to test within sample explanatory power and out-of-sample prediction power.

Findings: The results show that informativeness does not significantly impact intrusiveness and ad avoidance. Entertainment has a negative direct and mediated impact on ad avoidance. Moreover, irritation was found to moderate the impact of informativeness on intrusiveness negatively. Importance-Performance Map Analysis revealed that entertainment lacks in performance despite being an essential factor. Besides explanatory power, the model has a moderate out-of-sample predictive relevance power.

Practical Implications: The relative importance of the entertainment and interactive impact of irritation with informativeness is established for the first time in this study. The new finding is a significant contribution to theory while leading to practical implications for the industry.