Abstract Consumers generally pay little attention to ads on social networking sites (SNSs) in parallel with the rise of SNS advertising. In fact, consumers’ adoption of varied strategies, such as ad avoidance, to reduce their exposure to advertising messages appears to be on the rise. However, limited attention has been given to psychological determinants of consumers’ propensity to engage in SNS ad avoidance. Using the big five personality traits as a framework, this study experimentally examines how SNS ad messages tailored to fit personality traits function to determine individuals’ likely engagement in SNS ad avoidance. As predicted, messages that are tailored to match personality traits are influential in determining SNS ad avoidance. Specifically, extraversion, openness to experience, agreeableness, and neuroticism did influence SNS ad avoidance, with the exception of conscientiousness. Perceived relevance mediated the relationships between the personality traits, perceived intrusiveness, and SNS ad avoidance. Perceived intrusiveness also was positively related to SNS ad avoidance. Theoretical contributions and implications are discussed.

中文翻译：

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缓解SNS广告避免的途径：针对个人个性特征量身定制消息

摘要随着SNS广告的兴起，消费者通常很少关注社交网站（SNS）上的广告。实际上，消费者采用诸如避免广告之类的各种策略来减少其对广告消息的曝光似乎正在上升。但是，对消费者参与SNS广告回避倾向的心理决定因素的关注很少。本研究以五个大的人格特质为框架，通过实验检验了为适应人格特质而量身定制的SNS广告消息如何发挥作用，以确定个人可能参与SNS广告回避。如预期的那样，为匹配个性特征而量身定制的消息在确定SNS广告回避方面具有影响力。具体来说，外向性，开放的经验，令人愉快的态度，除了出于良心外，神经质确实影响了SNS的广告避免。感知相关性介导了人格特质，感知侵入性和SNS广告回避之间的关系。感知的侵入性也与避免SNS广告成正相关。讨论了理论贡献和启示。