Can Skip Control Always Increase the Effectiveness of Splash Advertisements in Mobile Apps? The Moderating Effect of User Habits

Chen, Renee Rui; Ren, Jifan; Tan, Yingsi; An, Han

doi:10.1080/10447318.2023.2266243

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2024

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Cited by 3 publications

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Understanding the UI-design features paradox of the skip option in splash advertising: the roles of perceived control and skipping habit

Zheng,

Li,

2024

Behaviour & Information Technology

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Understanding the UI-design features paradox of the skip option in splash advertising: the roles of perceived control and skipping habit

Zheng,

Li,

2024

Behaviour & Information Technology

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Exploring the temporal effect of ad clutter on digital ad avoidance: a two-wave longitudinal study

Çelik,

Yıldız,

Ozkara

et al. 2024

GKMC

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Purpose The study investigates the antecedents and consequences of digital ad avoidance in the e-commerce industry. This study aims to investigate how digital ad avoidance relates to internet usage over time, using a two-wave longitudinal research design. This study also explores how real-world advertising clutter (clutter and non-clutter) affects these relationships. Design/methodology/approach The data were collected from 192 online consumers in Türkiye, and a two-wave longitudinal research design and structural equation modeling were conducted to test the hypotheses of the conceptual model. Findings The results indicated that perceived goal impediment and prior negative experience had positive effects on affective avoidance in both ad-clutter and non-clutter periods. Further, affective avoidance had a significant positive effect on both cognitive and behavioral avoidance in either period. In addition, ad clutter moderated the effects of cognitive and behavioral avoidance on online purchase intention. Originality/value This research provides new evidence of the crucial role perceived goal impediment, prior negative experience and perceived control each play in driving digital ad avoidance. This paper contributes to the body of knowledge in the field by exploring how advertising clutter (both cluttered and non-cluttered settings) moderates these relationships through a two-wave longitudinal study.

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Inserting Pre-Cached Ads into Short Video Lists for Improved Users’ Watching Experience

Feng,

Li,

Gao

2024

2024 7th World Conference on Computing and Communication Technologies (WCCCT)

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Can Skip Control Always Increase the Effectiveness of Splash Advertisements in Mobile Apps? The Moderating Effect of User Habits

Cited by 3 publications

References 86 publications

Understanding the UI-design features paradox of the skip option in splash advertising: the roles of perceived control and skipping habit

Understanding the UI-design features paradox of the skip option in splash advertising: the roles of perceived control and skipping habit

Exploring the temporal effect of ad clutter on digital ad avoidance: a two-wave longitudinal study

Inserting Pre-Cached Ads into Short Video Lists for Improved Users’ Watching Experience

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