Exploring the effects of ad-task relevance and ad salience on ad avoidance: The moderating role of internet use motivation

作者：

Highlights：

• Ad-task relevance (AR) and ad salience (AS) influence online ad avoidance (AA).

• Under the information-seeking motivation, AR has a stronger influence on AA than AS.

• Under the entertainment-seeking motivation, AS has a stronger influence on AA than AR.

• Ad engagement and perceived goal impediment mediate the effect of AR and AS on AA.

摘要

•Ad-task relevance (AR) and ad salience (AS) influence online ad avoidance (AA).•Under the information-seeking motivation, AR has a stronger influence on AA than AS.•Under the entertainment-seeking motivation, AS has a stronger influence on AA than AR.•Ad engagement and perceived goal impediment mediate the effect of AR and AS on AA.

论文关键词：Ad avoidance,Ad-task relevance,Ad salience,Internet use motivation

论文评审过程：Received 27 April 2018, Revised 10 July 2018, Accepted 13 July 2018, Available online 17 July 2018, Version of Record 1 August 2018.

论文官网地址：https://doi.org/10.1016/j.chb.2018.07.020