信息流广告的回避机制与重定向策略研究：用户动态信息加工视角

移动互联网时代，信息流广告飞速发展的同时，广告回避行为愈发普遍，对信息流媒体平台、广告商和用户福祉带来负面影响。信息流媒体平台的动态性、原生性和响应性，使得传统广告回避的研究结论无法平移到该情境。本项目将从用户动态的信息加工视角出发，探讨用户回避信息流广告的机制，以及后续广告的重定向策略。项目拟达到：（1）识别用户屏蔽和跳过两类不同的信息流广告回避行为，进而探讨用户在不同信息加工状态下（收敛式vs发散式）产生不同广告回避行为的内在机制；（2）挖掘用户屏蔽广告的“残留效应”所带来的信号价值，探讨平台的归因引导策略在用户不同的信息加工状态下如何影响后续广告的效果；（3）突破用户跳过广告的“学习效应”造成的负面影响，探讨平台的广告凸显策略在用户不同的信息加工状态下如何影响后续广告的效果。本项目将丰富广告回避和信息加工领域相关理论，并为信息流广告的响应式优化提供可操作的管理建议。

In the mobile Internet era, In-feed advertising has rapidly developed. Meanwhile, the user's ad avoidance has also increased, which negatively affects both the In-feed platforms, advertisers, and users themselves. In-feed ad avoidance differs from traditional Internet ad avoidance due to its dynamic, native, and reactive nature. Therefore, extant research of advertising avoidance cannot be directly applied in such a unique context. This project explores the In-feed ad avoidance mechanism and re-targeting strategy from the user's dynamic information processing perspective. This project tries to accomplish this through the following three studies: First, by distinguishing the two typical ad avoidance types as ad blocking and ad-skipping, we explore the mechanism of different ad avoidance behaviors under different information processing states (convergent vs. divergent). Second, we explore the signal value from the "residual effect" of the ad blocking. And explore how the platform's attribution guidance strategy affects the subsequent ad for users under different information processing states. Third, we break through the negative effect from the "learning effect" of ad-skipping and explore how the platform's ad highlighting strategy affects the subsequent ad for users under different information processing states. This project extends the literature on ad avoidance and information processing. Meanwhile, this project also provides constructive marketing suggestions on the reactive optimization for the In-feed ad.