消费者对移动社交媒体上信息流广告的回避:刺激-有机体-反应视角

Xiaodong Li, Zibing Liu, Yuan Chen, Ai Ren
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引用次数: 1

摘要

目的emessage流广告(MSA)已经成为移动社交媒体上越来越受欢迎的广告选择。然而,MSA往往被消费者所回避,这种回避值得更多的研究关注。因此,本研究的目的是确定在移动社交媒体背景下影响消费者回避MSA的潜在机制和关键变量。设计/方法/方法对微信当前移动用户进行面对面调查(N = 438)。采用结构方程建模对研究模型中的关系进行检验。研究结果表明,移动消费者采用机械回避方法(即拉链,静音和zapping)来对抗MSA。研究结果还表明,广告侵入性(刺激)与消极情绪、感知娱乐和控制感(有机体)直接相关,而消极情绪、感知娱乐和控制感又与MSA回避(反应)相关。本研究通过使用刺激-有机体-反应模型加深了对移动社交媒体上消费者MSA回避的理解,为MSA回避文献做出了贡献,并为广告从业者和平台运营商提供了重要的管理启示。
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Consumer avoidance toward message stream advertising on mobile social media: a stimulus-organism-response perspective
PurposeMessage stream advertising (MSA) has become an increasingly popular option for advertising on mobile social media. However, MSA is often avoided by consumers, and this avoidance deserves more research attention. The purpose of this study is therefore to identify the underlying mechanism and key variables that affect consumer avoidance of MSA in the context of mobile social media.Design/methodology/approachA face-to-face survey was administered to current mobile users of WeChat (N = 438). Structural equation modeling was conducted to test the relationships in the research model.FindingsResults revealed that mobile consumers employ mechanical avoidance methods (i.e. zipping, muting and zapping) against MSA. The findings also demonstrated that advertising intrusiveness (stimulus) is directly linked to negative emotions, perceived entertainment and sense of control (organism), which, in turn, relate to MSA avoidance (response).Originality/valueThe study contributes to the MSA avoidance literature by using the stimulus-organism-response model to deepen the understanding of consumers' MSA avoidance on mobile social media, and it suggests important managerial implications for advertising practitioners and platform operators.
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