| In recent years,advertising avoidance has attracted the attention of many researchers as a part of advertising research.Advertising avoidance is an important factor to show the audience’s rejection of advertising and measure the effect of advertising.Studying advertising avoidance is conducive to discovering the shortcomings of advertising in the process of communication and has practical value to the advertising industry.Due to the rapid rise of the Red with high-quality audiences,various Brand put the advertising on it.Therefore,this paper focuses on feed advertising on the Red,and studies the factors that affect the audience’s avoidance behavior from the perspective of symbolic interaction theory.By the research methods of qualitative interviews,this paper summarizes the factors that affect the audience’s avoidance behavior of feed advertising.It is found that when audiences interpret advertising symbols,they will expand from four dimensions: purpose,habit,experience and emotion.This paper holds that the influencing factors of the avoidance behavior of feed advertisements in Red are: unsatisfied demand,disturbed experience,negative experience and media cognitive conflict.Based on the result of qualitative research,this paper conducts quantitative research with SOR theory as the research framework,adopting questionnaire survey and using SPSS26.0 to analyze the data,to test whether this four factors,namely unsatisfied demand,disturbed experience,negative experience and media cognitive conflict,will lead to the audience’s advertising avoidance behavior in an universal extent,and introduces psychological resistance as the intermediary variable and cultural closeness as the adjustment variable to build a model framework for the influence of advertising avoidance behavior.The result shows that unsatisfied demand,negative experience,disturbed experience and media cognitive conflict do have a positive impact on advertising avoidance behavior,and psychological resistance factors play a partial intermediary role.Finally,based on the quantitative results,the paper puts forward some strategic suggestions on feed advertising to promote the healthy development of advertising industry. |
