Online Advertising: Initial vs. Further Avoidance

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Author(s): Mehdi Behboudi (Islamic Azad University, Iran)and Amir Abedini Koshksaray (Islamic Azad University, Iran)
Copyright: 2018
Pages: 19
Source title: Ethics and Decision-Making for Sustainable Business Practices
Source Author(s)/Editor(s): Ionica Oncioiu (European Academy of the Regions, Belgium)
DOI: 10.4018/978-1-5225-3773-1.ch009

Keywords: Business & Management / Business Science Reference / Human Aspects of Business / Small and Medium Enterprises

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Abstract

This study expands previous models of avoidance on online advertising, in particular, Cho and Cheon's (2004) model, and examines two new dimensions on why people avoid advertising on the Internet. The study presents a comprehensive theoretical model and examines seven exogenous latent variables based on structural equation modeling, SEM. By using SEM, we found that seven latent variables including user-perceived ad quality, internet life style, primary motives, gender differences (initial ad avoidance), perceived ad clutter, prior negative experience, and perceived goal impediment (further ad avoidance) collectively explain why people avoid advertising on the Internet. We found that avoidance has two key dimensions “initial ad avoidance” and “further ad avoidance.”

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Online Advertising: Initial vs. Further Avoidance

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