数字媒体情境下广告规避的研究综述与未来展望

Advertising Avoidance in the Context of Digital Media:Review and Prospects

首先,通过介绍数字广告规避现象的产生背景,以及系统阐述其与传统广告规避的联系与区别,在梳理代表性文献的基础上,从研究热点、主题聚类和发展趋势3个视角对研究主题进行梳理和提炼,以清晰直观地呈现主题分布和前沿动态;然后,通过理论述评,构建了数字媒体情境下广告规避的作用机制整合性框架,归纳和解释关键影响因素;最后,提出本领域在人机协同模式和私域流量直播等方面的未来研究方向,以期为广告规避研究的本土化理论建设和管理实践提供思路与参考。

This study firstly introduces the context of the digital advertising avoidance phenomenon, systematically expounds on the relations and differences between digital and traditional advertising avoidance, and sorts out the research topics from three perspectives of research hotspot, evolution process and development trend based on the representative literature, to present the topic distribution and future trend clearly. Then this study reviews the related theories and develops an integrated framework of the mechanism, summarizes and explains the key influencing factors of digital advertising avoidance. Finally, it proposes the directions of the human-computer collaboration model and private traffic livestreaming, providing ideas and references for the localization theory development and management practice of advertising avoidance field.