The Formation Mechanism In Online Behavioral Advertising Avoidance:The Mediating Role Of Psychological Reactance And Advertising Attitude

With the development of mobile internet technology,the accuracy advertising becomes more and more popular.Online behavioral advertising is a type of digital method that tracks and complies internet users' online behavioral data,which allows ad network companies to predict individual interests and preferences.The practice benefits the audience by providing more relevant advertising,at the same time,the methods for targeting by collecting individual online behavioral data do not always make audience happy.In general,audience may feel advertising that is tailored to needs while advertising raise fears about loss of freedom to control their online behavioral data.Ambivalent attitudes may be caused by the technological complexity of online behavioral advertising,and it leads to an interesting context for studying advertising avoidance.Previous studies investigate the Formation Mechanism in advertising avoidance,however,few scholars explain it by psychological reactance theory with empirical analysis.This research examines the assessment of harm and benefit as significant factors for understanding perceptions of advertising avoidance.In addition,this research uses psychological reactance theory to capture the source of audience's negative feeling and provide a better understanding of the reasons for advertising avoidance.By the way of questionnaire,the empirical results show both psychological reactance and attitude towards advertising can lead to advertising avoidance.Besides,perceived intrusiveness,perceived benefit and past negative experience are all the factors influence psychological reactance,while perceived benefit and past negative experience can influence advertising attitude.This research successfully examines the role of psychological reactance in advertising avoidance by the scale which developed in this research.Based on the theory of protection motivation theory,this reaserach assesses harm and benefit in online behavioral advertising,and explore whether there is a relationship between them or not.It's likely that online behavioral advertising is the future trend,this research will help to better understand the limited success of this advertising from the user's perspective.