| Internet advertising avoidance has been widely discussed by researchers from the perspective of personal and ads attributes.However,Situation factors,which are particular to a time and place and do not follow from personal and stimulus attributes,are given little attention.The same person will have different reaction when facing the same advertisement but in different situation.Nevertheless,in what situation people's advertising avoidance will appear,that is still hard to give a clear answer for both scholars and practitioners.Internet is believed to be a more goal-or task-oriented medium when compared with traditional media,people's available time has been fragmentized in today's rapidly developing and changing network environment.Therefore,people often use the internet in limited time.When internet ads are a significant source of noise or nuisance,impeding people's efforts to get smooth and fast browsing experience,it may result in undesirable outcomes,such as aggravation,reactance and ad avoidance.This paper is an exploratory study of internet advertising avoidance using the theory of SITUATION by experiment,exploring how time pressure,task complexity(two independent variables),and personal relevance(moderating variable)affect cognitive avoidance,perceived intrusiveness and behavioral avoidance of internet advertising.Experiment is divided into 8 groups,including 168 effective samples all from XMU.Result shows that time pressure and task complexity has significant positive effect on cognitive avoidance,and interaction between these two independent variables is found at the cognitive level.Secondly,time pressure and task complexity has no significant effect on perceived intrusiveness and behavioral avoidance.Thirdly,personal relevance had a significant negative effect on perceived intrusiveness and behavioral avoidance.These two dependent variables of Task-relevant ad are lower than irrelevant ad. |
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