What are the factors affecting avoidance the effects of the application display advertising?

애플리케이션 디스플레이 광고의 회피효과에 영향을 미치는 요인은 무엇인가?

  • 정진택 (국립한국복지대학교 광고홍보과)
  • Received : 2012.11.11
  • Accepted : 2012.12.12
  • Published : 2012.12.31


This study were investigated to the factors affecting smart phone applications to avoid display ads. The results of this study are as follows. First, factor analysis, propensity for advertising intrusion was the result of a single factor. Also showed significant effect advertising intrusion ad avoidance tendency. Second, the smartphone motivation for the use of the results of factor analysis, seven factors were, Entertainment, information acquisition, learning/work use, multimedia use, ease of life, time leverage, respectively. Showed low levels of advertising avoidance learning/working synchronous usability and ease high motivation life. Finally a smart phone for involvement that there is no significant difference in advertising intrusion tendency appeared. High involvement group was obtaining information, entertainment, social relationships, and multimedia use, ease of living, time management motivation significantly higher than the low involvement group. The results of this study it is expected that the smartphone application smartphone users to reduce evasion of advertising practitioners to give answers to create display ads advertising.