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首页> 外文期刊>International Journal of Internet Marketing and Advertising >New insights into what drives internet advertising avoidance behaviour: the role of locus of control
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New insights into what drives internet advertising avoidance behaviour: the role of locus of control

机译：关于推动互联网广告规避行为的新见解：控制源的作用

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摘要

This research explores the concept of ad avoidance in the internet media and compares this to traditional media - integrating two separate research streams. In addition, the psychological construct, locus of control is examined as a predictor of ad avoidance. The results of a survey show ad avoidance is more prevalent in the internet medium compared to traditional media. Compared to television, radio, newspaper and magazines, the internet exhibits greater usage, greater breadth of usage, more negative attitudes towards advertising and higher communication consumption problems. Breadth of media usage, attitudes towards advertising and the search hindrance characteristics of advertising were found to be significant predictors of ad avoidance across all studied media suggesting a general model for ad avoidance. Individuals with a high internal locus of control take more active measures to avoid ads on the internet.
机译：这项研究探索了互联网媒体中避免广告的概念，并将其与传统媒体进行了比较-整合了两个独立的研究流。另外，检查心理结构，控制源作为广告回避的预测指标。调查结果表明，与传统媒体相比，在互联网媒体中避免广告的使用更为普遍。与电视，广播，报纸和杂志相比，互联网的使用率更高，使用范围更广，对广告的态度更消极以及通信消费问题更大。媒体使用的广度，对广告的态度以及广告的搜索障碍特征被发现是所有研究媒体中广告回避的重要预测指标，表明了广告回避的通用模型。内部控制力强的人会采取更积极的措施来避免在互联网上投放广告。

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