An Exploration of Advertising Avoidance by Audiences across Media
An Exploration of Advertising Avoidance by Audiences across Media
复制标题
跨媒体受众回避广告的探索
DOI：
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发表时间：
2017
影响因子：
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通讯作者：
S. Seo
中科院分区：
文献类型：
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作者：
Jun Kyo Kim;S. Seo
本文比较了传统媒体和互联网广告规避程度的差异。本研究还考察了消费者对广告的信念、态度和行为，以建立一个解释广告规避的理论模型。进行了一项调查，以确定影响因素。调查结果表明，相比之下，互联网上的YouTube广告比电视广告更有问题，导致消费者对广告的高度回避。最后，运用路径分析方法，对基于信念-态度-行为层次结构的广告规避模型进行了检验。该模型表明，广告的某些信念直接影响广告回避行为以及对广告的态度。
This paper compares the difference in the degree of advertising avoidance between traditional media and the Internet. The study also examines customers’ beliefs, attitudes, and behavior toward advertising to build a theoretical model that explains advertising avoidance. A survey was conducted to identify the influential factors. Findings indicate that on comparison, YouTube advertisements on the Internet were more problematic than TV commercial breaks, leading to high advertising avoidance on the part of consumers. Finally, using path analysis, a general advertising avoidance model based on the belief-attitude-behavior hierarchy is tested. The model shows that certain beliefs about advertising have direct effects on advertising avoidance behavior as well as on the attitude toward advertising.