How perceived control affects advertising avoidance intention in a skippable advertising context
A moderated mediation model
Bibliographic Data
| ID | 21790237 |
|---|---|
| Authors | Bin Li (0000-0002-9633-0033, Huazhong University of Science and Technology, corresponding author), Shimin Yin (0000-0002-3824-4655, Anhui University) |
| Year | 2021 |
| Volume | 14 |
| Issue | 2 |
| Pages | 157-175 |
| Publication date | 2021-04-03 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Chinese Journal of Communication (JOURNAL) |
| Journal identifiers | ISSN: 1754-4769 • E-ISSN: 1754-4750 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/17544750.2020.1776743 |
| OpenAlex | W3034412029 |
| Language | EN |
| Citations received | 6 |
| References cited | 51 |
Video advertising has become an essential source of revenue for streaming media websites. Because of the differences between the business models of Chinese and foreign video websites, in this study, we conducted a survey to empirically test a conceptual model in the Chinese context. In the model, we integrated perceived intrusiveness as a mediator and perceived ad content quality as a moderator to better understand how perceived control affects ad avoidance intention and whether the form of skippable advertising was available to Chinese websites. The results of the structural equation model (SEM) showed that perceived control induced by skippable video advertising negatively affected ad avoidance intention, and perceived intrusiveness partially mediated the relationship between users’ perceptions of control and advertising avoidance intention. The results of the conditional process analysis showed that perceived advertising content quality moderated the indirect path from perceived control to advertising avoidance intention. These findings have positive implications for enriching the research on psychological mechanisms and the condition of intention to avoid skippable video advertising, which could help optimize strategies for both advertisers and media websites
Advertising · Business · Conceptual model · Intrusiveness · Mediation · Moderated mediation · Moderation · Perception · Structural equation modeling · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour
Avoiding pre-roll ads
Exploring the longitudinal effects of ad relevance in short-form video influencer advertising
Exploring the dilemma of full-screen ads when opening an app
Understanding the UI-design features paradox of the skip option in splash advertising
A Comparative Analysis of Skippable Ads, Non-Skippable Ads, and Brand Placements
Skipping the skippable
Measuring the Intrusiveness of Advertisements
Understanding ad avoidance on Facebook
Forced Exposure and Psychological Reactance
The influence of perceived ad relevance on social media advertising
Further Evidence That Psychological Reactance Can Be Modeled as a Combination of Anger and Negative Cognitions
News sharing in social media
Predictors of Advertising Avoidance in Print and Broadcast Media
A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them
Understanding Interactive Online Advertising
Choice and Ego-Depletion
The theory of planned behavior
Why Do People Avoid Advertising on the Internet
Addressing Moderated Mediation Hypotheses
Structural equation modeling in practice
Understanding the Role of Sense of Presence and Perceived Autonomy in Users' Continued Use of Social Virtual Worlds
Optimal experience in work and leisure
The Self- and Other-Interest Inventory
The illusion of control
Principles and Practice of Structural Equation Modeling
Memory and Attentional Factors in Consumer Choice
| Unique citing works | 6 |
|---|---|
| Citations per year | 1,5 |
| Citation span | 2022 - 2026 (5) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 5 |