Abstract: The inappropriate appearance of the online video related advertising will restrict one’s freedom, and disturb his or her normal watching process when the video is playing, it makes consumers produce rebellious psychology, and choose to close the advertisement. This has seriously influenced consumer’s willingness of accepting the network video related advertisement, and wasted a large amount of advertising expenses. In order to study consumer’s rebellious psychology-transfinite and assess rebellious psychology, the paper build a theoretical model to research factors that influence consumer’s attitude toward network video related advertising based on the theory of reverse psychology. Through the form of questionnaire, researchers collected 465 valid questionnaires, done empirical research by using the method of structural equation. The results of the research show that the information exposure, incentives, correlation degree and the audience's own factors of Network video advertising have significant influence on consumer's rebellious attitude; it is easy for consumers to adopt avoidance behavior to online video related advertising.