ABSTRACT

This study investigates the mechanism underlying how consumers cope with native advertising on the Facebook newsfeed, particularly focusing on ad avoidance. Native ads on Facebook have unique features in that they are both intrusive and relevant to users. Study 1 (survey: N = 501) decomposed a persuasion knowledge construct into dispositional, conceptual, and attitudinal features to address how multidimensional constructs of persuasion knowledge are associated with ad avoidance in response to the intrusiveness and relevance of native advertising. Study 2 (experiment: N = 157) employed a 2 × 2 between-subject experimental design to examine causal relationships between the same variables. The results of both studies revealed that dispositional persuasion knowledge was more significant than situational factors in activating conceptual and attitudinal persuasion knowledge. Conceptual persuasion knowledge directly increased ad avoidance. Contrary to expectations, attitudes toward native ads did not play any intermediary role between persuasion knowledge and native ad avoidance. Implications are discussed.

摘要

本研究调查了消费者如何应对 Facebook 新闻源上的原生广告的潜在机制，特别关注广告回避。Facebook 上的原生广告具有独特的特点，即它们既具有侵入性又与用户相关。研究 1（调查：N = 501）将说服知识结构分解为性格、概念和态度特征，以解决说服知识的多维结构如何与广告回避相关，以应对原生广告的侵入性和相关性。研究 2（实验：N = 157）采用 2 × 2 的受试者间实验设计来检查相同变量之间的因果关系。两项研究的结果表明，在激活概念和态度说服知识方面，性格说服知识比情境因素更重要。概念说服知识直接增加了广告回避。与预期相反，对原生广告的态度在说服知识和原生广告回避之间没有任何中介作用。讨论了影响。