近年來，隨著網路及多裝置應用的普及，使影音串流平台YouTube崛起，「前置性廣告」也獲得了更大的廣告效果與潛力。此研究利用線上實驗法，以單純曝光效應及偏差競爭模型，試圖了解「有無略過廣告控制性」及「廣告是否重複播放」兩變數對於廣告行為、廣告態度（廣告內容態度、廣告形式態度）的影響。結果顯示：廣告重複播放，經廣告侵入性中介，確實能提升觀看者產生廣告行為的機會；卻也更有可能提升觀看者對於廣告的負面態度。 

In recent years, with the growth of online and multi-device applications, result in the rise of online video streaming platforms such as YouTube. Hence, YouTube ’s “pre-roll ads” gain great advertising effectiveness and potential. This study uses online experimental method, combining the mere exposure effects and biased competition model. The purpose of this study is to understand the two variables of "whether the ad is skippable" and “whether the ad is played repeatedly" regarding advertising behavior (Apps download, search ads, click ads) and advertising attitude (Advertising content attitude, advertising form attitude). The research results show that the mere exposure effect, through the mediation of “intrusiveness of advertisements”, can indeed increase the chances of viewers perform corresponding advertising behaviors. Yet, it is more likely to increase viewers' negative attitudes toward advertisements.