| In recent years,with the rapid popularization of network information technology and the high development of social media,News feed ads with social attributes are gradually emerging,and this new advertising form has aroused widespread concern in the industry and academia.Compared with traditional advertising,News feed ads,a new form of advertising,has played a certain role in reducing users’ negative emotional response to advertising because of its characteristics of low interruption and accurate delivery.However,this kind of advertisement itself also has many disadvantages,such as stiff advertising content,advertising fraud,user privacy harassment,etc.,which make users show different degrees of advertising avoidance behavior,and advertising avoidance is widespread.In addition,many studies show that the interaction between users,advertisements and other users has a positive impact on improving users’ advertising attitude and reducing advertising avoidance behavior.However,from the current academic research on News feed advertising avoidance,it mainly focuses on the user’s participation in advertising.The research on advertising avoidance based on the sociality of News feed ads is still lacking,and there are few valuable innovative development achievements,and many research achievements are difficult to transfer and ineffective.Therefore,how to use the sociality of News feed ads to stimulate more positive advertising attitude,reduce advertising avoidance behavior and improve the effect of News feed ads has gradually become a key problem to be solved in the industry.Therefore,this paper attempts to explore the influence mechanism of the sociality of News feed ads on advertisement avoidance from the perspective of the sociality of News feed ads.First of all,through reviewing and combing the related literature about the four variables of information flow advertising,such as sociality,advertising avoidance,perceived risk and social presence,this paper puts forward the research hypothesis and constructs the theoretical model of this study.Then,empirical research was carried out through questionnaire survey,and 338 valid data were obtained.Finally,using SPSS and AMOS software to test the hypothesis,the main conclusions are as follows:(1)The sociality of News feed ads can negatively affect advertising avoidance,and this influence includes cognition,emotion and behavior from various angles;(2)Perceived risk plays an intermediary role between the sociality of News feed ads and advertisement avoidance;(3)Social telepresence negatively regulates the relationship between the sociality of News feed ads and perceived risks.On this basis,this study puts forward some management implications for media platforms and advertisers aiming at the phenomenon of News feed ads avoidance. |
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