User Perception Affects Search Engine Advertising Avoidance: Moderating Role of User Characteristics

Abstract

Researchers have examined avoidance of traditional media advertising (e.g., television advertising) and general Internet advertising (e.g., banner advertising), but less attention has been paid to search engine advertising (SEA) avoidance, particularly in the Chinese context. Therefore, I analyzed the effects of 3 components of user perception of SEA (perceived goal impediment, perceived advertising clutter, and prior negative experience) and 2 components of user characteristics (monthly income and advertising location awareness) on SEA avoidance in a sample of 348 working professionals who use Chinese search engines. Results showed that user perception had a significantly positive impact on SEA avoidance, monthly income attenuated the positive impact of perceived advertising clutter but intensified the positive impact of prior negative experience on SEA avoidance, and advertising location awareness enhanced the positive impact of perceived advertising clutter on SEA avoidance. Implications of the findings for effective advertising on search engines are discussed.