摘要
Advertising avoidance is resistance to advertising intrusion.This issue has been the subject of much academic research in recent years.To guide scholars to better carry out relevant research and promote enterprises to better implement advertising activities,this study intends to summarize the relevant research on advertising avoidance in recent years.The specific method is to use the core literature meta-analysis method to identify,filter,and screen relevant literature published in core journals from 1997 to 2020 with the keywords advertising avoidance and advertising resistance.We review the collected articles from the following perspectives:the definition and classification,external stimulating factors,internal perception factors,and moderating factors of advertising avoidance.On this basis,the SOMR model of advertising avoidance is constructed according to the SOR model.Finally,some prospects for future related research are presented.
广告回避是对广告侵入的反抗。对此问题,近年来学术界进行了大量研究。为引导学者更好地开展相关研究和推动企业更好地安排广告活动,本研究对近年来广告回避相关研究加以综述。本研究具体方法采用核心文献荟萃分析法,以广告回避和广告抵触为关键词,对1997–2020年核心期刊发表的相关文献进行识别、过滤和筛选;我们从广告回避的定义及其分类、外部刺激因素、内部感知因素和调节因素四个方面对所收集文献进行了综述,在此基础上依据SOR模型构建广告回避的SOMR模型;最后对未来相关研究进行一些展望。
作者简介
通讯作者:金建辉,E-mail:jh1593572684@mail.ustc.edu.cn。
