Understanding the influence mechanism of advertising avoidance from an S-O-R perspective: An empirical study based on “Qiafan” videos of Bilibili

Bilibili, has given rise to a large number of advertising videos, which users tend to avoid. This study uses Bilibili’s video advertisements as the main research object and builds an advertising avoidance model based on a questionnaire survey guided by the S-O-R model framework. The study finds that perceived consistency plays an important role in advertising avoidance behavior, with perceived usefulness negatively influencing users’ perceived goal impediments and negative affective tendencies. Perceived entertainment negatively influences users’ perceived goal impediments and negative affective tendencies. Perceived goal impediment and negative affective tendencies positively influence users' tendencies to avoid advertising and play a mediating role in the influence of perceived usefulness, entertainment, and consistency on avoidance tendencies. Based on these findings, this study provides suggestions for promoting the effectiveness of advertising from the perspectives of user experience, information usefulness, entertainment value, and advertising consistency.