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초록

The study aims to explore the role of motivation, ability and intrusiveness in the Internet advertising avoidance behavior. The ad avoidance behavior in the Internet is relatively higher than other traditional media, and it is necessary for maximizing the ad effectiveness to minimize the avoidance behavior. While previous studies usually adopted laboratory experiments, the current study employed survey to evaluate general attitude toward Internet advertising, perceived intrusiveness, perceived informativeness, entertainment, motivation, and ability and their roles in ad avoidance. With this approach, it was enabled to evaluate somewhat complex relationships among these variables and to predict the ad avoidance. The SEM (Structural Equation Modeling) results showed the critical influence of perceived intrusiveness in the Internet ad avoidance. Perceived entertainment was supported to affect the intrusiveness, too. It is required for advertising practitioners to manage the intrusiveness of display ads to improve their advertising effectiveness with the long-term perspective.

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