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ISSN : 1738-6764

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Vol.13 No.1

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An Exploration of Advertising Avoidance by Audiences across Media

INTERNATIONAL JOURNAL OF CONTENTS / INTERNATIONAL JOURNAL OF CONTENTS, (P)1738-6764; (E)2093-7504
2017, v.13 no.1, pp.76-85
https://doi.org/10.5392/IJoC.2017.13.1.076
김준교 (건국대학교)
서상호 (건국대학교)
김준교, & 서상호. (2017). . INTERNATIONAL JOURNAL OF CONTENTS, 13(1), 76-85, https://doi.org/10.5392/IJoC.2017.13.1.076

Abstract

This paper compares the difference in the degree of advertising avoidance between traditional media and the Internet. The study also examines customers’ beliefs, attitudes, and behavior toward advertising to build a theoretical model that explains advertising avoidance. A survey was conducted to identify the influential factors. Findings indicate that on comparison, YouTube advertisements on the Internet were more problematic than TV commercial breaks, leading to high advertising avoidance on the part of consumers. Finally, using path analysis, a general advertising avoidance model based on the belief-attitude-behavior hierarchy is tested. The model shows that certain beliefs about advertising have direct effects on advertising avoidance behavior as well as on the attitude toward advertising.

keywords
Advertising Avoidance, Traditional Media, Internet, YouTube, Path Analysis.

INTERNATIONAL JOURNAL OF CONTENTS

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