Do bad experiences loom larger than good ones? The role of prior purchase experiences on the effectiveness of IS certifications

Siegfried, Nils; Winkler, Nane; Benlian, Alexander

doi:10.1080/12460125.2020.1766235

Cited by 5 publications

(6 citation statements)

References 89 publications

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“…Additionally, its influence is limited [24]. This contrasts with research from other domains [26,27] that accentuates the significance of the experience. Furthermore, findings regarding the impact of negative experience on ad avoidance vary across platforms [28].…”

Section: Introductionmentioning

confidence: 91%

“…Experiences shape consumer preferences [45], perceptions, and attitudes [46][47][48]. Negative experiences significantly impact consumers' decisions more than positive ones [26]. They diminish travelers' satisfaction and desire to revisit [49].…”

Section: Prior Negative Experiencementioning

confidence: 99%

“…Negative experiences related to advertisements include encounters with ads that are deceptive, exaggerated, mistargeted, unsatisfying, meaningless, or lacking in rewards, or direct users to inappropriate websites [24,51]. Negative consumer experiences reduce consumers' trust and satisfaction with merchants [26,52]. They tend to shape users' perceptions negatively, make them more risk-aware, and prompt protective measures [53].…”

Section: Prior Negative Experiencementioning

confidence: 99%

“…Theoretically, this study validates the significance of negative experience and fills the gap in the extant research. While the importance of experiences has been recognized in various domains [26,52], few studies have examined the effect of prior negative experience on ad perceptions. Most previous research has centered on the direct consequences of such experience, frequently considering its impact to be limited.…”

Section: Theoretical and Practical Implicationsmentioning

confidence: 99%

“…Furthermore, findings regarding the impact of negative experience on ad avoidance vary across platforms [28]. Moreover, while negative past experiences have been shown to influence user perceptions [29], such as how prior negative purchasing experiences might diminish subsequent trust in vendors [26], the realm of ad avoidance has yet to address this aspect adequately.…”

Section: Introductionmentioning

confidence: 99%

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Effects of Prior Negative Experience and Personality Traits on WeChat and TikTok Ad Avoidance among Chinese Gen Y and Gen Z

Cao,

Isa,

Perumal

2024

JTAER

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While numerous people use social mobile applications, ads within these apps are often avoided. Although the significance of prior negative experience and personality traits in impacting consumers’ perceptions and behaviors has been acknowledged, limited research has explored their influence on ad perceptions and avoidance. This study aims to examine the effects of prior negative experience and personality traits on ad perceptions and ad avoidance of Generation Y (Gen Y) and Generation Z (Gen Z) within two prominent mobile social apps: WeChat and TikTok. An online survey was used to gather data from 353 Chinese Gen Y and Gen Zers who were active users of WeChat and TikTok. Findings from several regression analyses show that prior negative experience is an essential determinant of ad avoidance, influencing not just directly but indirectly by diminishing perceived ad personalization and intensifying perceived goal impediment and ad clutter. Personality traits also significantly affect ad avoidance, with conscientiousness exerting a positive effect, whereas agreeableness has a negative impact. Notably, agreeableness, emotional stability, and openness to experience moderate the associations between ad perceptions and avoidance. Intriguingly, the effects of these factors are platform-specific, with WeChat’s main factor for ad avoidance being erceived goal impediment and TikTok’s main factor being ad clutter. Based on these findings, the theoretical and practical implications are discussed.

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