The Influencing Factors Of Mobile Phone Video Advertising Avoidance

With the rapid development of mobile Internet and the continuous release of people's entertainment needs,the mobile phone video plays an increasingly important role in people's entertainment life.Along with the mobile phone video,mobile phone video advertising has being in the process of the development,however,it can not avoid the phenomenon of advertising avoidance none the less.Taking the mobile phone video advertising as the research object,the paper has identified four factors and build a theoretical model of mobile phone video advertising avoidance,on the basis of previous research results about advertising avoidance,and combining with the unique of mobile phone video advertising.Then by the means of questionnaire survey method(N=562)for empirical analysis,the writer proves that perceived goal impediment?previous negative experience?factors-related of advertising and receiving situation have significant influence on the advertising avoidancebof mobile phone video ads,as well as puts forward the theoretical model which have been verified by empirical analysis.The study found that the mobility of mobile phone video does not relieve the user' advertising avoidance,which is the biggest innovation among the research.At the same time,the empirical analysis shows that the previous negative experience has the greatest influence on the mobile phone video user's ad avoidance,and the more negative the user's experience is,the stronger the advertising avoidance is.Followed by factors-related of advertising,the less correlation between the advertising and the user,the worse the performance of advertising is,and the more complex the ad is,the more likely that the users get out of the ads.When the user perceives that the mobile video advertising prevents them from watching the videos,the more likely it is to cause ad avoidance response.