大学生对开屏广告回避的影响因素研究——以新疆大学为例

Research on the Influencing Factors of College Students’Avoidance of Open-Screen Advertisements-A Case Study of Xinjiang University

在互联网应用迅速发展的同时,用户对于各平台开屏广告的回避呈现上升趋势。大学生群体被称为当今互联网的“原住民”,本研究在现有用户对开屏广告回避影响因素模型的基础上,以大学生群体为对象进行研究调查,研究结果发现:接收情境对新疆大学在校学生的广告情感回避和行为回避具有显著影响。

With the rapid development of Internet applications,users’avoidance of open-screen advertisements on various platforms has shown an upward trend.College students are known as the“indigenous people”of the Internet today.Based on the existing model of influencing factors for the avoidance of open-screen advertisements by existing users,this study combined with the charac teristics of college students to conduct research and investigation.The research results show that the receiving situation has a significant impact on the emotional and behavioral avoidance of advertisements by students at Xinjiang University.