智能手机用户App开屏广告回避的影响因素研究

A Study on the Influencing Factors of Chinese Smartphone Users’ Advertising Avoidance Towards App Splash Advertising

在智能手机App开屏广告市场占有率持续上升、备受广告主青睐的同时,用户的App开屏广告回避现象频繁出现。研究结合App开屏广告的特点,建构了App开屏广告回避影响因素模型,研究发现:认知回避、情感回避与行为回避均有显著影响,感知目标障碍、感知精准性是情感回避的重要影响因素。心理抗拒在感知目标障碍对App开屏广告认知回避与行为回避的影响中起到完全中介作用,在对情感回避的影响中起到部分中介作用;心理抗拒在接收情境对App开屏广告认知、情感、行为回避的影响中均起到部分中介作用。

While the market share of smartphone APP splash advertising continues to rise and is favored by advertisers, users’ App splash ad avoidance is still frequent. This study combines the characteristics of App splash advertisements to construct a model of influencing factors for the avoidance of App splash advertisements. Based on the data of questionnaire survey, it is found that the receiving context has three dimensions of avoidance of App splash advertisements: cognitive avoidance, affective avoidance and behavioral avoidance. It has a significant impact. Perceived goal impediment and perceived accuracy are important influencing factors for affective avoidance. Psychological resistance plays a full mediating role in the impact of perceived goal impediment on the cognitive avoidance and behavioral avoidance of App splash advertising, and plays a part of the mediating role in the influence of affective avoidance;in the receiving context, the cognitive and behavioral avoidance of App splash advertising Both affective and behavioral avoidance play a part of mediating role.