{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,6]],"date-time":"2026-05-06T03:45:23Z","timestamp":1778039123758,"version":"3.51.4"},"reference-count":66,"publisher":"MDPI AG","issue":"9","license":[{"start":{"date-parts":[[2021,9,14]],"date-time":"2021-09-14T00:00:00Z","timestamp":1631577600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Information"],"abstract":"<jats:p>On YouTube, skippable in-stream advertisements (ads) are critical income for both YouTube and content creators. However, ads inevitably irritate viewers, and as a result, they tend to avoid ads. Thus, this study attempts to identify potential mitigators\u2014source attractiveness and reciprocal altruism\u2014of ad irritation and avoidance in the context of YouTube skippable in-stream ads. Using an online survey (n = 512) in Taiwan, the proposed model is examined by a partial least squares structural equation modeling analysis. The findings show that while ad irritation has a positive effect on ad avoidance, reciprocal altruism can significantly reduce both ad irritation and avoidance. However, source attractiveness fails to mitigate ad irritation and avoidance. Theoretical and managerial implications of these findings are discussed, and several solutions for reducing ad irritation and avoidance are provided.<\/jats:p>","DOI":"10.3390\/info12090373","type":"journal-article","created":{"date-parts":[[2021,9,14]],"date-time":"2021-09-14T03:46:14Z","timestamp":1631591174000},"page":"373","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":13,"title":["The Mitigators of Ad Irritation and Avoidance of YouTube Skippable In-Stream Ads: An Empirical Study in Taiwan"],"prefix":"10.3390","volume":"12","author":[{"given":"Hota Chia-Sheng","family":"Lin","sequence":"first","affiliation":[{"name":"Department of Leisure and Recreation Administration, Ming Chuan University, 5 De Ming Rd., Gui Shan District, Taoyuan City 333, Taiwan"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Neil Chueh-An","family":"Lee","sequence":"additional","affiliation":[{"name":"Department of Marketing and Tourism Management, National Chiayi University, No. 580 Sinmin Rd., Chiayi City 60054, Taiwan"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yi-Chieh","family":"Lu","sequence":"additional","affiliation":[{"name":"Department of Marketing and Tourism Management, National Chiayi University, No. 580 Sinmin Rd., Chiayi City 60054, Taiwan"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2021,9,14]]},"reference":[{"key":"ref_1","unstructured":"Wikipedia (2021, September 03). 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