Reinquiry into Advertising Avoidance on the Internet: A Conceptual Replication and Extension
本研究复制并扩展了Cho和Cheon（2004）的互联网广告回避模型，基于339名伊朗网民调查数据，验证了感知目标阻碍、广告杂乱和先前负面体验与广告回避的关系，并发现用户模式起调节作用。
Existing literature indicates that replication and extension studies are crucial for advancement of knowledge and establishing external validity of earlier work. In this study, we replicate and extend Cho and Cheon's (2004) advertising avoidance on the Internet model. We specifically examine the relationship of perceived goal impediment, perceived ad clutter, and prior negative experience with ad avoidance. The proliferation of the Internet has greatly increased ways organizations target customers through online advertising. However, consumers have also become more proficient at advertising avoidance. Survey data from 339 consumers browsing the Internet in Iran were used to validate the original model. Further, an extension of the study suggests that user mode moderates the relationships identified in the original model.