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Baek, Tae Hyun; Morimoto, Mariko
Journal of advertising, 04/2012, Letnik: 41, Številka: 1Journal Article
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.
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Dostop do baze podatkov JCR je dovoljen samo uporabnikom iz Slovenije. Vaš trenutni IP-naslov ni na seznamu dovoljenih za dostop, zato je potrebna avtentikacija z ustreznim računom AAI.
Leto | Faktor vpliva | Izdaja | Kategorija | Razvrstitev | ||||
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Baze podatkov, v katerih je revija indeksirana
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Povezave do osebnih bibliografij avtorjev | Povezave do podatkov o raziskovalcih v sistemu SICRIS |
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Vir: Osebne bibliografije
in: SICRIS
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