Welcome to the InfoSci Platform
Online Advertising: Initial vs. Further Avoidance

Online Advertising: Initial vs. Further Avoidance

Mehdi Behboudi, Amir Abedini Koshksaray
Copyright: © 2018 |Pages: 19
ISBN13: 9781522537731|ISBN10: 1522537732|EISBN13: 9781522537748
DOI: 10.4018/978-1-5225-3773-1.ch009
Cite Chapter Cite Chapter

MLA

Behboudi, Mehdi, and Amir Abedini Koshksaray. "Online Advertising: Initial vs. Further Avoidance." Ethics and Decision-Making for Sustainable Business Practices, edited by Ionica Oncioiu, IGI Global, 2018, pp. 145-163. https://doi.org/10.4018/978-1-5225-3773-1.ch009

APA

Behboudi, M. & Koshksaray, A. A. (2018). Online Advertising: Initial vs. Further Avoidance. In I. Oncioiu (Ed.), Ethics and Decision-Making for Sustainable Business Practices (pp. 145-163). IGI Global. https://doi.org/10.4018/978-1-5225-3773-1.ch009

Chicago

Behboudi, Mehdi, and Amir Abedini Koshksaray. "Online Advertising: Initial vs. Further Avoidance." In Ethics and Decision-Making for Sustainable Business Practices, edited by Ionica Oncioiu, 145-163. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-3773-1.ch009

Export Reference

Mendeley
Favorite

Abstract

This study expands previous models of avoidance on online advertising, in particular, Cho and Cheon's (2004) model, and examines two new dimensions on why people avoid advertising on the Internet. The study presents a comprehensive theoretical model and examines seven exogenous latent variables based on structural equation modeling, SEM. By using SEM, we found that seven latent variables including user-perceived ad quality, internet life style, primary motives, gender differences (initial ad avoidance), perceived ad clutter, prior negative experience, and perceived goal impediment (further ad avoidance) collectively explain why people avoid advertising on the Internet. We found that avoidance has two key dimensions “initial ad avoidance” and “further ad avoidance.”

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.