Research On Advertising Avoidance Of Feed Advertisements Based On Social Media Dependency And Privacy Concern

The present study focuses on the research of domestic social media feed advertisements(ads),From perspective of advertising avoidance,which The present study focuses on the research of domestic includes cognitive avoidance,effective avoidance,behavioral avoidance,this paper investigates the impact from Social Media Dependency and privacy concern on advertising avoidance,and its internal mechanism,with exploring the perception of social goal impediment as an intermediary variable,with studying the positive comment and interaction as moderating variable.At the same time,this paper considers the effect from social attributes including the interaction and positive comments on advertising avoidance of social media feed ads.Further,this study establish social media advertising avoidance model.Based on the WeChat feed ads,this study conducted an empirical research with specific experimental condition;in the meantime it collected the experiment data with a questionnaire survey.Using data on WeChat usage from 390 consumers,a conceptual model of social media feed ads avoidance was tested via structural equation modeling with SPSS,Amos and Mplus.The research indicates that interaction has a significant negative effect on cognitive avoidance and effective avoidance;positive comments have a significant negative effect on cognitive avoidance;Social Media Dependency has a significant negative effect on effective avoidance;privacy concerns and perceived social goal impediment have significant negative effect on cognitive avoidance,effective avoidance and behavioral avoidance;perceived social goal impediment plays a mediating role between the Social Media Dependency and ad avoidance,it also mediates privacy concerns and ad avoidance;the interacting effect between interaction and Social Media Dependency on cognitive avoidance and behavioral avoidance are positive.These results reveal that social attributes can affect the advertising avoidance of social media feed ads,and the impact is multi angle.When the feed ad is launched,we should give full consideration to the social attributes of the social media.We can minimize the occurrence of advertising avoidance and improve the effectiveness of advertising marketing by increasing interaction and reducing privacy concerns consciously.