Research On The Advertising Avoidance Influential Factors Of Douyin News Feed Advertising

In recent years,short video news feed advertising has developed rapidly,and it is in the favor of advertisers.With the advent of the 5G era,the short video news feed advertising,which is native and interesting in form and content,and accurate in technology,will play an increasingly important role in network advertising.But at the same time,short video news feed advertising also frequently exposed the problem.Users began to see more negative reactions to such ads.Advertising avoidance is becoming one of the biggest challenges facing marketers today.In this regard,the author selected douyin APP,the most representative short video platform in China,to explore the status quo and influencing factors of short video news feed advertising avoidance.Specifically,according to the previous literature review and the characteristics of the platform,the author built a short video news feed advertising avoidance factors model.Among them,the independent variables are perceived advertising value,perceived advertising relevance,perceived goal impediment and perceived sponsorship deceptiveness.The moderating variable is privacy concern.The dependent variable is advertising avoidance(including cognitive avoidance,emotional avoidance and behavioral avoidance).Through questionnaire survey and in-depth interview with users,the author finally found that:(1)Influencing factors-independent variables: in the model,perceived advertising value negatively affects advertising avoidance,perceived goal impediment and perceived sponsorship deceptiveness positively affect advertising avoidance,and perceived sponsorship deceptiveness has the greatest positive impact on advertising avoidance.While perceived advertising relevance does not have a significant negative impact relationship in the model,and it has a weak negative impact relationship with ad avoidance when it is examined alone.Regulatory variables: privacy concerns play a regulatory role in perceived advertising value,perceived advertising relevance and advertising avoidance.And high privacy concerns will weaken the negative influence of perceived advertising value and perceived advertising relevance on advertisingavoidance.(2)status and behavior: the surveyed users have relatively low perceived advertising value and perceived advertising relevance to the douyin short video news feed advertising.Meanwhile,the user’s autonomous control of perceived advertising is also weak.However,the user’s perceived goal impediment and perceived sponsorship deceptiveness are generally higher.In addition,users’ privacy concerns are generally high.In terms of research significance,the author innovatively added the independent variable of perceived sponsorship deceptiveness to study the influencing factors of douyin news feed advertising.At the same time,the research results enrich the theoretical research results of short video news feed advertising,the author’s Suggestions also provide certain ideas and methods for the sustained and healthy development of information flow advertising industry.