The relationship between e-lifestyle and Internet advertising avoidance

• This paper discusses the design and publishing of Internet advertising relative to an Internet users' e-lifestyle.
• Thus, determining the type of avoidance from Internet advertising according to each e-lifestyle.
• Determines the groups of users who exhibit more avoidance of Internet advertising.
• A novel modification of the statistical data according to the respondent's average daily Internet use.
• The main data reveal that e-lifestyle does not have a significant effect on Internet advertising avoidance, but the modified data indicates a significant effect.

This study provides insights into e-lifestyle of Internet users and their avoidance of Internet advertising. Determining the type of avoidance of each e-lifestyle aids the development of strategies for designing and publishing advertisements on the Internet, so that their effectiveness is enhanced and the negative trend of clicks on Internet advertisements is reduced. A survey was conducted with a group of 412 participants. The data were analysed through structural equation modelling (SEM) and multiple regression analysis both before and after adjusting the data by introducing the effect of average hours of Internet use on participant responses. The results obtained by analysing the main data reveal that e-lifestyle does not have a significant effect on Internet advertising avoidance (IAA). However, analysis of the modified data does indicate a significant effect. Also, in the analysis of the main and modified data, the type of avoidance from Internet advertising (cognitive, affective, and behavioural) varies according to each e-lifestyle. To the authors' belief the present study is the first reporting an investigation of the effect of e-lifestyle on avoidance of Internet advertising adjusted by average hours spent online.

Chinese abstract本研究就网民们的电子生活方式和逃避互联网广告行为之间关系提出了见解。本研究认为明确每种电子生活方式中存在的逃避行为，有利于推动互联网广告设计和发布策略的形成，增强广告效果，提高互联网广告的点击率。本调查共有412名参与者。研究依据互联网平均使用时数对参与者回应的影响，分别在利用结构方程模型（SEM）和多元回归分析法进行数据分析之前后对数据进行适当调整。通过分析主数据得到的结果表明，电子生活方式不会对互联网广告逃避（IAA）产生显著效果。但是，修改后的数据分析结果恰恰相反。此外，在分析主数据和修改后的数据时，逃避互联网广告行为的类型（认知、情感和行为）因电子生活方式的不同而变化。笔者认为，本报告首次研究了平均上网时数对电子生活方式中逃避网络广告行为的影响。