Perceived Ad Value and User Intention to Adopt Ad Blockers: The Mediating Role of Perceived Ad Intrusiveness

• 발행기관: 한국자료분석학회
• 저자명: 이기영(Ki-Young Lee)
• 간행물 정보: 『Journal of The Korean Data Analysis Society (JKDAS)』Vol.22 No.1, 47~57쪽, 전체 11쪽
• 주제분류: 자연과학 > 통계학
• 파일형태: PDF
• 발행일자: 2020.02.28

영문 초록

Ad blocking software and applications (“ad blockers”) continue to rise in popularity, potentially threatening the dynamics of advertising revenue streams of online publishers and marketers. In an attempt to offer some viable solutions to this critical issue, this study aimed to examine whether and, if so, how consumer perceptions of ad value - the extent to which ad is perceived as informative and entertaining - mitigate user intent to adopt ad blockers, in the context of mobile video viewing. The results of a cross-sectional survey revealed that both informative and entertainment value of mobile video ad are capable of decreasing mobile video users’ tendency to adopt ad blockers, and they do so by lowering the degree to which users feel disrupted in their enjoyment of consuming mobile videos. Unexpectedly, however, perceived ad value was not directly related to user intention to adopt ad blockers, indicating that the effects of perceived ad value on user intent to adopt ad blockers was fully mediated by perceived ad intrusiveness.

목차

1. Introduction

2. Theoretical background and hypotheses

3. Research methods

4. Results

5. Conclusion and discussion

References

키워드

Ad blocker perceived ad intrusiveness perceived ad entertainment perceived ad intrusiveness