부산대학교 도서관

This study focused on the predictors of advertising avoidance in Internet. The predictors variables in this study were advertising-related variables(attitude toward advertising) and medium-related variables(Interactivity and Flow). The results of this study were summarized as follows.Firstly, the attitude toward advertising has influence on internet Advertising Avoidance, but has different influence on the three types of Advertising Avoidance, i.e. Cognitive Avoidance, Mechanical Avoidance and Physical Avoidance. To be more specific, Informative and entertainment mainly have influence on Cognitive Avoidance while irritation has influence on Mechanical Avoidance and Physical Avoidance.Secondly, Advertising Attitude and Interactivity has no influence on the level of Advertising Avoidance. In another word, Interactivity is not a media variable, but Interactivity itself has influence on the degree of Advertising Avoidance.Thirdly, Advertising Attitude and flow has influence on effectiveness of the interactivity of Advertising Avoidance level, which means flow is one of the media variables.