An Exploratory Study for Perceived Advertising Value in the Relationship Between Irritation and Advertising Avoidance on the Mobile Social Platforms

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dc.contributor.author Ko, Ilsang
dc.contributor.author Wei, Xiaolong
dc.contributor.author An, Nan
dc.date.accessioned 2019-01-02T23:40:39Z
dc.date.available 2019-01-02T23:40:39Z
dc.date.issued 2019-01-08
dc.description.abstract This study delves deeply into advertising avoidance research and redefines the uses and gratifications theory (U&G) as divided into (a) convenience U&G, (b) content U&G, and (c) social U&G to conduct an approach to alleviate the degree of advertising avoidance on the mobile social platforms. To carefully study the forming framework of advertising avoidance, we extract the factor irritation considered to directly impact on avoidant intention induced by perceived intrusiveness and privacy concerns. As an important previous factor in advertising research, we also test the moderating effect of perceived advertising value between irritation and advertising avoidance. Findings show that ubiquity takes a negative role on mobile social platforms and tailoring also takes different roles on perceived intrusiveness and privacy concerns; unfortunately, content U&G consist of advertising informativeness and entertainment didn’t find any significant effect; in contrast with previous study, social U&G as social interaction and social integration also show some different roles but is ambiguous. However, the positive relationship of perceived intrusiveness, privacy concerns, irritation, and advertising avoidance has been confirmed again although with a pity of insignificant moderating effect of advertising value. Management issues, theoretical contributions, limitations and future study are discussed as follow.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2019.045
dc.identifier.isbn 978-0-9981331-2-6
dc.identifier.uri http://hdl.handle.net/10125/59477
dc.language.iso eng
dc.relation.ispartof Proceedings of the 52nd Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Cross-Organizational and Cross-Border IS/IT Collaboration
dc.subject Collaboration Systems and Technologies
dc.subject Perceived Intrusiveness, Privacy Concern, Irritation, Advertising Value, Advertising Avoidance
dc.title An Exploratory Study for Perceived Advertising Value in the Relationship Between Irritation and Advertising Avoidance on the Mobile Social Platforms
dc.type Conference Paper
dc.type.dcmi Text
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