Abstract

A Study of Advertising Avoidance in Internet : Level of Advertising Avoidance and Predictors of Advertising Avoidance

Lee, Jeong-Ah, Ph. D.
Visiting Professor, Dept. of Mass Communication, Soon Chun Hyang University

Lyu, Ji- Youn
Part- time Lecturer, Dep. of Advertising and Public Relations, Chung- Ang University

This study investigated the ad avoidance level by the type of avoidance such as mechanical, physical and cognitive ad avoidance and examined the predictors of ad avoidance in internet. The predictor variables in this study were demographic characteristics, media related variables, attitude toward advertising, perceived intrusiveness. Descriptive statistics and stepwise analysis were used to test specific hypotheses. The result was found that the level of ad avoidance in internet was higher than other media and the level of mechanical avoidance was higher than physical and cognitive avoidance. Squared multiple correlation of cognitive avoidance was the highest(R²= 0.372). Attitude toward advertising and perceived intrusiveness were the strong predictors of ad avoidance in internet. But it turned out that the predictors of ad avoidance were a few different across the type of ad avoidance. The results indicate that attitude toward advertising was the strongest predictor of mechanical and cognitive avoidance, while perceived intrusiveness was the strongest predictor of physical avoidance.

Key Word : Internet Advertising, Avoidance, Level of ad avoidance, attitude toward ad, intrusiveness.