消费者屏蔽个性化网络广告的影响因素分析

Factors Affecting on Personalized Online Advertising Avoidance of Consumers

通过结构方程,验证了消费者感知目标障碍、感知广告不相关和先前不好的经历显著影响其对个性化网络广告的负面反应,先前不好的经历更容易导致消费者屏蔽广告。在此基础上,验证了便利品、选购品和特殊品对消费者感知因素与其屏蔽个性化网络广告之间关系的影响程度差异,研究结果表明特殊品的影响程度高于选购品,而选购品的影响程度高于便利品。

This study constructes a structural model to show that perceived goal impediment, perceives ad irrelevant and prior negative experience have a positive associated with personalized online ad avoidance, prior negative experience being more significant antecedent. Further, this study extends the moderating effect of consumer goods types （ convenience goods, shopping goods, and speciahy goods） on the main path relationship of this model.