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ISSN : 1229-8778
As mobile communication market grows rapidly in recent years, mobile communication has been in spotlight as advertising medium. The purpose of the present study was to explore the factors affecting mobile advertising avoidance. Three types of mobile advertising avoidance, physical avoidance, cognitive avoidance and mechanical avoidance, were included in the study. A survey of 404 mobile users was conducted to gather data needed to test the hypothesis. The results indicate that the level of mobile advertising avoidance is greater than the level of TV advertising avoidance or newspaper advertising avoidance. We also finds that the level of physical avoidance and that of cognitive avoidance are greater than that of mechanical avoidance. The findings of this research offered researchers a unique view of this field and some directions for future study.
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