CAJ | 학술논문

视频播放页面中，关联广告的不恰当出现会干扰消费者正常观看视频，限制其自由，进而使消费者产生逆反心理，采取关闭广告的躲避行为。这严重影响了消费者对网络视频关联广告的接受意愿，造成商家大量广告费用的浪费。本研究针对超限逆反和评定逆反两种逆反心理构建消费者对网络视频关联广告躲避行为影响因素的理论模型，并利用结构方程进行实证分析。结果表明，消费者的躲避行为主要来源于超限逆反与评定逆反。信息暴露程度、恼怒感对超限逆反产生正效应，认知评价对其产生负效应；恼怒感、感知风险对评定逆反产生正效应，网络广告激励、关联程度则对其产生负效应，信息暴露程度对评定逆反的影响不显著。
시빈파방혈면중，관련엄고적불흡당출현회간우소비자정상관간시빈，한제기자유，진이사소비자산생역반심리，채취관폐엄고적타피행위。저엄중영향료소비자대망락시빈관련엄고적접수의원，조성상가대량엄고비용적낭비。본연구침대초한역반화평정역반량충역반심리구건소비자대망락시빈관련엄고타피행위영향인소적이론모형，병이용결구방정진행실증분석。결과표명，소비자적타피행위주요래원우초한역반여평정역반。신식폭로정도、뇌노감대초한역반산생정효응，인지평개대기산생부효응；뇌노감、감지풍험대평정역반산생정효응，망락엄고격려、관련정도칙대기산생부효응，신식폭로정도대평정역반적영향불현저。
At video-playing web pages, the inappropriate appearing of the video-related advertisements disturbs the nor-mal watching process, restricts people’s free choice and even stimulates rebellious psychology in the video watcher who may choose to shut down the advertisement.It has seriously influenced consumer’s willingness to accept the online video-related ad-vertisement, and wasted a large amount of advertising expenses.In order to study the transfinite rebellious psychology and as-sess rebellious psychology of consumers, this paper builds a theoretical model to analyze factors that influence consumer’s atti-tude toward online video-related advertising.It is empirically tested through the method of structural equation with 465 valid questionnaires collected from a survey.The results show that information exposure, incentives, correlation degree and the audience’s own factors of online video advertising have a significant influence on consumer’s rebellious attitudes;and it is easy for consumers to adopt avoidance behavior to online video-related advertisements.