The Revision And Application Of Mobile Advertising Avoidance Response Scale

2016 is the first year of the outbreak of the China mobile advertising market,advertising began to achieve the migration of traditional Internet to mobile internet.As the highest penetration rate of mobile devices,the growth of mobile advertising is rapid.Meanwhile,the problem of low liquidity and low conversion rate of mobile phone advertising is a hidden danger,the research of advertising avoidance has gradually entered into the field of scholars as an important branch of the research on the effect of mobile phone advertising.Inspired by the classic research of Internet advertising avoidance in 2004,this study selects the mobile phone advertising as the research object,and carries on the revision and application of the mobile phone advertising avoidance response scale.This study is divided into two parts,the first part is the mobile phone advertising avoidance response scale localization and revision.In 2004,Cho&Cheon put forward a classic model of Internet advertising avoidance,and divided the audience avoidance response from three dimensions:cognitive avoidance,affective avoidance and behavioral avoidance.Based on the in-depth interviews and industry data,researchers chose the four representative types of mobile phone advertising,such as information advertising,video advertising,picture advertising and information flow advertising,as the research object.The original scale collected 98 respondents to reliability and validity measure,and the results were up to the statistical requirements.The initial mobile phone advertising scale was tested by conducted with 233 respondents and the surface validity analysis and open questionnaire analysis were conducted to determine the retention of the final scale items.A total of 526 respondents were assessed with the reliability and validity of the mobile phone advertising avoidance response scale.The reliability of the revised scale was 0.945,and the fitting indexes of confirmatory factor analysis were all up to the statistical requirements.Expect to provide a standard and reliable measurement tool for the latent research of mobile advertising.The second part is the application of mobile phone advertising avoidance scale,on the basis of the revised scale of mobile phone advertising avoidance response profile depict,and then put forward for advertisers three mobile phone advertising proposal.The study found that people's advertising avoidance response is intense,and therefore mobile advertising should pay attention to the following points.First,as far as possible to avoid the task-oriented applications,choose more entertainment applications for advertising;Second,to win the audience favor by shortening the long form of advertising;Finally,took into account the privacy of the audience when advertising,reduced the amount of advertising in the personal platform.