The Research of How Perceived Ads Intrusiveness of Newsfeed Ads Affects Advertising Avoidance Behavior

Abstract

This study surveyed 266 RED users and analyzed the data to explore advertising avoidance behavior on this platform. It focused on examining how the perceived ads intrusiveness of newsfeed ads indirectly influences user advertising avoidance behavior through psychological reactance. The research results show that although the direct positive correlation between users' perceived ad intrusiveness and advertising avoidance behavior is not significant, perceived intrusiveness influences users' anger and negative cognition. These mediating variables, indirectly drive advertising avoidance behavior, with negative cognition playing a more important role in promoting ad avoidance than anger.