The Research Of APP Advertising Avoidance Of Mass Sports Virtual Community

With the popularity of mobile smart devices and the rapid development of mobile communication technology,people have entered the era of mobile Internet.As a new economic growth pole,mass sports has seized this opportunity to usher in its own blowout development with the "Internet+Sports" model.It has gathered a large number of users in various sports APPs and built a virtual sports community.They not only reconstruct people’s sports scenes,their increasingly prominent marketing value has gradually become the preferred channel for advertisers’ marketing,but in the mobile Internet era,fragmentation,lack of attention,and use scenarios will all compromise the effectiveness of advertising.How to improve the effectiveness of advertising and retard the advertising avoidance of mass sports virtual communities has become a proper place.This paper takes the virtual community in sociological research as the starting point.Through the virtual community features and small-scale interviews,we identified three influencing factors and construct a theoretical model for the avoidance of advertisement ads for mass sports virtual communities.The research uses a questionnaire survey method(N=483)to conduct empirical analysis.The results show that community sense of belonging,community interaction,and advertisement relevance are all significantly related to ad avoidance.Among them,advertising relevance plays a significant role in mitigating advertising avoidance.The sense of belonging and community interaction also have a certain influence,and it should be targeted for specific application.This study exploring the sense of community belonging and community interaction to the field of advertising avoidance that has innovative significance.The results show that advertising relevance can have a significant impact on the avoidance of virtual community advertising.The stronger the relevance of advertisements,the weaker the advertisement avoidance,but the respondents’ scores on advertisement relevance are low,indicating that in such communities,the relevance are not taken seriously.The sense of community and community interaction affect advertising avoidance to a certain extent.But when the two elements are considered at the same time,the impact on advertising avoidance is low,which indirectly reflects the multi-level and complexity of community-related factors.Targeted subdivision discussions are worthy of follow-up research and exploration.