Research On The Influence Mechanism Of We Chat Moments Advertisement Avoidance Behavior

With the increasing development of mobile Internet technology and social media,information flow advertising has entered the vision of most consumers,and redefining the interaction between consumers and advertising.The latest research report has also shown that information flow advertising will still maintain a strong development momentum,with its increasing market size is expected to become the leader in the entire online advertising industry.However,with the increasing privacy leakage of consumers in the process of using mobile apps,consumers' avoidance of information flow advertisements has become more obvious.At the same time,the existing literature focuses on the consumer's advertising participation behavior,or simply summarizes the relevant factors that affect the consumer's advertising avoidance behavior,which not only lacks effective theoretical support,but also does not deeply explore the internal mechanism of behavior.Based on this contradictory situation in reality and the possibility of reanalyzing the inner process of advertising avoidance in theory,this article will discuss in depth the mechanism that causes consumers to generate advertising avoidance behavior and clarify the boundaries of consumers in the advertising cognitive process,it is expected to further enhance the effect of information flow advertising,and promote the effect of information flow advertising on the real economy.By sorting out the relevant results of We Chat Moments Advertisement and advertisement avoidance behaviors,this paper systematically proposes the influencing mechanism model of We Chat Moments Advertisement avoidance behavior under the conceptual framework of protection motivation theory.In addition,for the three boundary conditions that exert different effects on advertising reviews,tie strength and interaction frequency,this study designs three independent experiments,completing the data collection through the experimental method,and obtains 294 effective sample observations.After applying the structural equation model and regression analysis for hypothesis testing,the following research conclusions are drawn.First,the perceived ad relevance has a significant negative influence on consumers' advertising avoidance intention.Second,both threat appraisal and coping appraisal play a significant mediating effect in the above relationship.Third,variables related to social context,such as advertising reviews and tie strength,can significantly moderate the cognitive appraisal process of consumers,but interaction frequency has no significant effect.According to the research conclusion,this article has the following management implications: First,advertisers should fully improve the relevance and value of the ads placed in We Chat.Second,advertisers should enhance the content richness,novelty of forms,and the controllability of the presentation time of the advertisements placed in We Chat,so as to improve the consumers' sense of participation and initiative in the process of browsing advertisements.Third,advertisers should make full use of the social attributes of the We Chat platform when placing ads,by enhancing the interpersonal interaction between the advertising audience and their We Chat friends,to increase consumer advertising participation and achieve secondary advertising.