Stay Away From Me

作者：Tae Hyun Baek, Mariko Morimoto · 发表于：Journal of Advertising · 年份：2012 · DOI：10.2753/joa0091-3367410105 · 被引用次数：539 · 研究领域：Digital Marketing and Social Media、Technology Adoption and User Behaviour、Consumer Behavior in Brand Consumption and Identification

This study attempts to identify the potential determinants of advertising avoidance in the context of personalized advertising media, including unsolicited commercial e-mail, postal direct mail, telemarketing, and text messaging. Using a self-administered survey (n = 442), the proposed model is tested with structural equation modeling analysis. The findings indicate that while ad skepticism partially mediates the relationship between ad avoidance and its three determinants (perceived personalization, privacy concerns, and ad irritation), both privacy concerns and ad irritation have a direct positive effect on ad avoidance. However, increased perceived personalization leads directly to decreased ad avoidance.