| As the first contact for users to open Weibo,Weibo splash ads are of great traffic value and have long been regarded as the "Golden Resource" of Internet advertising.However,with the emphasis of the Internet advertising effect-oriented operation model on the click-through rate and other advertising conversion data,restricted by the limited display time and interactive ability of splash ads,application platforms such as Weibo began to force users to view splash ads by deceiving clicks and other ways.Although the regulatory red line for splash advertising continues to tighten,but due to advertising revenue linked to data indicators,splash advertising chaos has been banned repeatedly.In fact,the essence of illegal splash advertising is to roughly reduce users’ avoidance response to splash advertising by usurping users’ independent control of advertising.Therefore,in order to promote the compliance operation of splash advertising business on application platforms such as Weibo,it is necessary to study the influencing factors of users’ avoidance of splash advertising.This study takes Weibo splash advertising avoidance as the research object.Firstly,it combs the existing problems,constituent elements and communication characteristics of Weibo splash advertising.Then,based on the previous research on advertising avoidance and the characteristics of Weibo splash advertising,explore the response types of users to avoid Weibo splash advertising,select and analyze the relationship and intensity between the influencing factors and Weibo splash advertising avoidance.The results of data analysis show that the correlation between advertising confusion perception and advertising information will significantly affect users’ avoidance response to Weibo splash advertising,while there is no significant impact on past negative experience and advertising reception situation.Finally,based on the above-mentioned influencing factors,suggestions are put forward to Weibo platform and advertisers in order to reduce users’ avoidance response to Weibo splash advertising.The research methods used in this study are in-depth interview and questionnaire survey.Through the accumulation of interview data and questionnaire data analysis,this paper explores the response types and influencing factors of users avoiding Weibo splash advertising,which can enrich the research on splash advertising and advertising avoidance to a certain extent,and provide a reference basis for applications and advertisers to correctly understand the communication value of splash advertising and operate splash advertising business in compliance. |
