ABSTRACT

Social network advertising continues to be a prevalent advertising strategy for brands. With the cluttered ad environment, consumers may adopt varying strategies (e.g. ad avoidance) to prevent ad exposure. Literature suggests the link between personality traits and SNS use, and online behavior. Thus, this study examines how personality traits function to determine individuals’ perception of SNS ads and consequently ad avoidance. Using an online panel (MTurk) and survey, this study tests proposed relationships using SEM. The results indicate that four personality traits (i.e. neuroticism, conscientiousness, extraversion and openness to experience) have significant but opposite relationships with perceived relevance, perceived intrusiveness and privacy concern. Perceived relevance decreased ad avoidance whereas perceived intrusiveness and privacy concern increased ad avoidance confirming the significance of these three considerations in explaining the phenomenon of SNS ad avoidance. Theoretical and practical implications are discussed.

摘要

社交网络广告仍然是品牌的流行广告策略。在杂乱的广告环境中，消费者可能会采取不同的策略（例如避免广告）来防止广告曝光。文献表明个性特征和 SNS 使用以及在线行为之间存在联系。因此，本研究考察了个性特征如何影响个人对 SNS 广告的看法，从而避免广告。使用在线小组 (MTurk) 和调查，本研究使用 SEM 测试提议的关系。结果表明，四种人格特质（即神经质、尽责性、外向性和开放性）与感知相关性、感知侵入性和隐私关注具有显着但相反的关系。感知相关性降低了广告回避，而感知侵入性和隐私问题增加了广告回避，证实了这三个考虑因素在解释 SNS 广告回避现象中的重要性。讨论了理论和实践意义。