A Study Of Influencing Factors Of Internet Advertising Avoidance Based On Advertising Appeals

With the development of Internet, more and more advertisers advertise on the Internet, thus internet advertising is becoming significant new media gradually. However, the passion of the advertisers is in stark contrast to the antipathy of the recipient, and many internet users show bored attitude to Internet advertising. The main reason is the online advertising avoidance. The research for online advertising avoidance is scattered in foreign countries, and the research for online advertising avoidance is very few in china. Therefore the study will discuss the problem through the perspective of advertising recipient.Through the perspective of advertising recipient, the study divided internet advertising avoidance into three types of cognitive avoidance, affective avoidance and behavioral avoidance, proposed seven influencing factors of perceived ad clutter, advertising motivation, involved degree, task interference, negative attitude, prior negative experiences and advertising credibility, and constructed the model of influence factors of internet advertising avoidance. The study blended advertising appeals, and divided advertising into rational advertising and emotional advertising. The model and assumptions are verified by the method of questionnaire survey. The empirical results indicate that those influencing factors have an impact on internet advertising avoidance, and advertising appeals have an impact on internet advertising avoidance. Then the study give some opinions and suggestions to internet advertising.