Consumer avoidance toward message stream advertising on mobile social media: a stimulus-organism-response perspective

被引:8
作者
Li, Xiaodong [1 ]
Liu, Zibing [1 ]
Chen, Yuan [2 ]
Ren, Ai [3 ]
机构
[1] Anhui Polytech Univ, Sch Econ & Management, Wuhu, Peoples R China
[2] Univ Sci & Technol China, Sch Management, Hefei, Peoples R China
[3] State Univ New York New Paltz, New Paltz, NY USA
关键词
Mobile social media; Message stream advertising; Advertising avoidance; Stimulus-organism-response model; PRIVACY CONCERNS; PERCEIVED INTRUSIVENESS; BEHAVIORAL INTENTIONS; FACEBOOK; MODEL; EMOTIONS; IMPACT; USERS; ADS; INFORMATIVENESS;
D O I
10.1108/ITP-11-2020-0761
中图分类号
G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];
学科分类号
1205 ; 120501 ;
摘要
PurposeMessage stream advertising (MSA) has become an increasingly popular option for advertising on mobile social media. However, MSA is often avoided by consumers, and this avoidance deserves more research attention. The purpose of this study is therefore to identify the underlying mechanism and key variables that affect consumer avoidance of MSA in the context of mobile social media.Design/methodology/approachA face-to-face survey was administered to current mobile users of WeChat (N = 438). Structural equation modeling was conducted to test the relationships in the research model.FindingsResults revealed that mobile consumers employ mechanical avoidance methods (i.e. zipping, muting and zapping) against MSA. The findings also demonstrated that advertising intrusiveness (stimulus) is directly linked to negative emotions, perceived entertainment and sense of control (organism), which, in turn, relate to MSA avoidance (response).Originality/valueThe study contributes to the MSA avoidance literature by using the stimulus-organism-response model to deepen the understanding of consumers' MSA avoidance on mobile social media, and it suggests important managerial implications for advertising practitioners and platform operators.
引用
收藏
页码:23 / 47
页数:25
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