Reinquiry into advertising avoidance on the internet: : A conceptual replication and extension

• Autores: Zahra Seyedghorban, Hossein Tahernejad, Margaret Jekanyika Matanda
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 45, Nº 1, 2016, págs. 120-129
• Idioma: inglés
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• Resumen

  • Existing literature indicates that replication and extension studies are crucial for advancement of knowledge and establishing external validity of earlier work. In this study, we replicate and extend Cho and Cheon's (2004) advertising avoidance on the Internet model. We specifically examine the relationship of perceived goal impediment, perceived ad clutter, and prior negative experience with ad avoidance. The proliferation of the Internet has greatly increased ways organizations target customers through online advertising. However, consumers have also become more proficient at advertising avoidance. Survey data from 339 consumers browsing the Internet in Iran were used to validate the original model. Further, an extension of the study suggests that user mode moderates the relationships identified in the original model.