A Study Of Influencing Factors Of Internet Advertisement Avoiding Reaction

With the vigorous development of the Internet, the internet advertisement market scale is unceasingly expanding. Internet advertisement has become the major websites'main source of income as a new kind of advertisement. But the internet advertisement avoiding reaction has severely affected internet advertisement's dissemination of information effect. How to find out the factors which influence the internet audiences to avoid internet advertisement, and how to take corresponding measures to improve the spread of internet advertisement effect has become the advertisers'problem to be solved urgently.The background of this study is Chinese internet advertisement, based on reviewing and analyzing the related literature at home and abroad, with expert interview and questionnaire method is used to obtain the first-hand information in this research. From the status quo of the domestic network advertisement, five influencing factors were found which were perceived goal impediment, perceived ad clutter, prior negative experiences, internet advertisement incentive and audience involvement, then the research model was established. With empirical method for data carried out quantitative analysis, and the research model is verified.Empirical study results for this study model provides adequate support, the results showed that the perceived goal impediment and perceived ad clutter have significant positive effect to internet advertisement cognitive avoiding reaction, and the perceived goal impediment is the main influencing factors, perceived goal impediment, perceived ad clutter and prior negative experiences have significant positive effect to internet advertisement affective avoiding reaction, internet advertisement incentive has a significant negative effect to internet advertisement affective avoiding reaction, the perceived goal impediment, perceived ad clutter, prior negative experiences have significant positive effect to internet advertisement behavioral avoiding reaction, audience involvement has significant negative effect to internet advertisement behavioral avoiding reaction. From the perspective of regression coefficient regression analysis, the perceived goal impediment also affects these three types of internet advertisement avoiding reaction. At last, this paper discussed the practical and theoretical meaning as well as the prospects for future research.