Stay away from me

Tae Baek*, Mariko Morimoto

*この研究の対応する著者

研究成果査読

223 被引用数 (Scopus)

抄録

This study attempts to identify the potential determinants of advertising avoidance in the context of personalized advertising media, including unsolicited commercial e-mail, postal direct mail, telemarketing, and text messaging. Using a self-administered survey (n = 442), the proposed model is tested with structural equation modeling analysis. The findings indicate that while ad skepticism partially mediates the relationship between ad avoidance and its three determinants (perceived personalization, privacy concerns, and ad irritation), both privacy concerns and ad irritation have a direct positive effect on ad avoidance. However, increased perceived personalization leads directly to decreased ad avoidance.

本文言語English
ページ(範囲)59-76
ページ数18
ジャーナルJournal of Advertising
41
1
DOI
出版ステータスPublished - 2012 4 1
外部発表はい

ASJC Scopus subject areas

  • ビジネスおよび国際経営
  • 通信
  • マーケティング

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