Research On The Influencing Factors Of University Students’ In-feed Ads Avoidance Behavior

As social media platforms become more and more ideal for brands to place advertisements,the effectiveness of social media-dependent advertising has become more and more concerned.As a widely used form of advertising on social media platforms,it is of positive significance to clarify its triggering mechanism for in-feed ads avoidance behavior.Based on concerns about the effectiveness and credibility of in-feed ads,This paper adopts the rooting theory to conduct an exploratory study.Through in-depth interviews,we understand the avoidance behavior of college students in the infomercial of friends circle,and analyze the qualitative text according to open coding,spindle coding and selective coding,and summarize the factors influencing ad avoidance behavior into three main categories: platform factor,user factor and ad factor.For example,the platform factor includes the purpose of users,the function of the circle of friends and the targeted recommendation technology.Based on this,five relationship structures between these three influencing factors and ad avoidance behavior were derived by refining the interview data.After understanding the causes of infomercial avoidance,in order to put forward more targeted suggestions and outlooks on infomercials in the circle of friends,this study adopts an experimental method to control for three advertising conditions: interactivity of advertising copy,integration of advertising form and content,and contextual consistency,and derives the relationships between these three independent variables and advertising perceptions,attitudes,and purchase intentions,thus exploring what kind of user perceptions of infomercials The relationship between these three independent variables and ad perceptions,attitudes and purchase intentions is derived,thus exploring what kind of perceptions users have about infomercials,and complementing further research on infomercial avoidance from the perspective of user experience.Finally,this paper puts forward practical advice to the infomercial industry,hoping to adjust the unfavorable factors that lead to ad avoidance behavior,further develop the favorable factors that reduce ad avoidance behavior,and continuously achieve optimization of ad effectiveness with the help of new technologies and functions.