Reinquiry into Advertising Avoidance on the Internet: A Conceptual Replication and Extension

Seyedghorban, Zahra; Tahernejad, Hossein; Matanda, Margaret Jekanyika

doi:10.1080/00913367.2015.1085819

Cited by 84 publications

(104 citation statements)

References 41 publications

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“…The first part is basic information, including gender, age, education, duration, and daily Cheon's [11] research; privacy concern adopts the scale from Malhotra [36], Shintaro et al [37]; perceived personalization is measured by the scale of Hyejin [38] and Srinivasan' s research [39] negative experience adopts four question items from Seyedghorban [16]; advertising avoidance is measured by scale from Cho & Cheon [11].…”

Section: Questionnaire Designmentioning

confidence: 99%

“…In recent years, scholars have focused on the exploration about ads avoidance on the Internet [11] [14]- [16]. Many prior researches conceptualizes ad avoidance as a tripartite disposition composed of cognitive, affective, and behavioral components, namely cognitive avoidance, affective avoidance and behavioral avoidance [11] [12] [17].…”

Section: Advertising Avoidancementioning

confidence: 99%

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The Research of Influence Factors of Online Behavioral Advertising Avoidance

Li¹,

Huang²

2016

AJIBM

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With the development of information technology, it's possible to deliver advertising more accurately. Online behavioral advertising (OBA) is a kind of advertising which tracks individual online behavior in order to deliver advertising tailored to his or her interests. However, consumers still avoid advertising with more precise delivery. We can't find out the measures which decrease OBA avoidance unless we know about the factors that influence the avoidance. This paper reviewed researches about advertising avoidance and built the model of OBA avoidance combining the characteristics of OBA. Goal Impediment, Perceived Personalization and Privacy Concern are the independent variables and Negative Experience is the intervening variable. The empirical study finds that Goal Impediment and Privacy Concern are related to OBA avoidance positively, and Perceived Personalization is related to OBA avoidance negatively.

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Section: Questionnaire Designmentioning

confidence: 99%

Section: Advertising Avoidancementioning

confidence: 99%

The Research of Influence Factors of Online Behavioral Advertising Avoidance

Li¹,

Huang²

2016

AJIBM

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“…Thus, consumers' previous experience with an ad can explain their future behavior. Further, affective ad avoidance, involves negative feelings and the expression of emotional reactions toward an advertisement (Seyedghorban et al, 2016;Deshwal, 2016). Researchers such as Cho et al (2004), Kelly et al (2010), Kelly (2010), Kelly (2014), and Beak and Morimoto (2012) provide evidences that pervious negative experience has a significant impact on ad avoidance.…”

Section: Literature Reviewmentioning

confidence: 99%

“…People perceive it as advertisements are misleading are an insult the people's intelligence ( Souiden et al, 2017). Therefore previous negative experience with an advertisement may influence on ad avoidance in future (Seyedghorban et al, 2016). Thus the following hypothesis is raised:…”

Section: Literature Reviewmentioning

confidence: 99%

“…As mentioned above, the conceptual model was established based on a model developed in a previous studies in the area of online behavioral advertising avoidance model (Cho et al, 2004;Kelly, 2014;Seyedghorban et al, 2016;Li & Huang, 2016;Beak & Morimoto, 2012). For this study, population was identified as focused age group of male and females within the age group of eighteen to fifty four within Colombo district.…”

Section: Data Collection and Samplementioning

confidence: 99%

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A study on factors influencing online behavioral advertising avoidance (Oba): Special reference to Sri Lankan online advertising

Wijenayake¹,

Pathirana²

2019

10.5267/j.msl

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This paper aims to investigate the effect of goal impediment, privacy concern, perceived personalization on the online add avoidance behavior. This task is accomplished through the negative experience. The primary objective of the study is to identify the effects the said issues in Sri Lanka. The study is designed as a cross sectional study where the data was collected using a questionnaire and the sample size was 384. Collected data was analyzed through structural equation method in AMOS 22. All the hypotheses were supported by data. Therefore, it was concluded that goal impediment, privacy concern, perceived personalization had significant impacts on negative experience and negative experience had a significant impact on the online add avoidance behavior.

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Skipping the skippable: An empirical study with out‐of‐sample predictive relevance

Munawar¹,

Fahim

Ahmed

et al. 2021

Journal Community Psychology

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Purpose This explanatory research aims to describe the factors that impact YouTube ad intrusiveness, value, and avoidance in light of psychological reactance theory. Research Design The research has a causal–predictive design. It describes the relationship between the construct with an underpinning theory. Data from a sample of 294 respondents were analyzed using partial least square structural equation modeling to test within sample explanatory power and out‐of‐sample prediction power. Findings The results show that informativeness does not significantly impact intrusiveness and ad avoidance. Entertainment has a negative direct and mediated impact on ad avoidance. Moreover, irritation was found to moderate the impact of informativeness on intrusiveness negatively. Importance–Performance Map Analysis revealed that entertainment lacks in performance despite being an essential factor. Besides explanatory power, the model has a moderate out‐of‐sample predictive relevance power. Practical Implications The relative importance of the entertainment and interactive impact of irritation with informativeness is established for the first time in this study. The new finding is a significant contribution to theory while leading to practical implications for the industry.

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Reinquiry into Advertising Avoidance on the Internet: A Conceptual Replication and Extension

Cited by 84 publications

References 41 publications

The Research of Influence Factors of Online Behavioral Advertising Avoidance

The Research of Influence Factors of Online Behavioral Advertising Avoidance

A study on factors influencing online behavioral advertising avoidance (Oba): Special reference to Sri Lankan online advertising

Skipping the skippable: An empirical study with out‐of‐sample predictive relevance

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