Exploring the temporal effect of ad clutter on digital ad avoidance: a two-wave longitudinal study

Çelik F., YILDIZ S. Y., ÖZKARA B. Y., Çam M. S., IBRAHIM B.

Global Knowledge, Memory and Communication, 2024 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Basım Tarihi: 2024
  • Doi Numarası: 10.1108/gkmc-10-2023-0366
  • Dergi Adı: Global Knowledge, Memory and Communication
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, IBZ Online, Periodicals Index Online, Aerospace Database, Communication Abstracts, Educational research abstracts (ERA), Historical Abstracts, Index Islamicus, Information Science and Technology Abstracts, INSPEC, Library and Information Science Abstracts, Library Literature and Information Science, Library, Information Science & Technology Abstracts (LISTA), Metadex, MLA - Modern Language Association Database, vLex, Civil Engineering Abstracts
  • Anahtar Kelimeler: Advertising clutter, Consumer behavior, Digital ad avoidance, E-commerce industry, Longitudinal research design
  • Eskişehir Osmangazi Üniversitesi Adresli: Evet

Özet

Purpose: The study investigates the antecedents and consequences of digital ad avoidance in the e-commerce industry. This study aims to investigate how digital ad avoidance relates to internet usage over time, using a two-wave longitudinal research design. This study also explores how real-world advertising clutter (clutter and non-clutter) affects these relationships. Design/methodology/approach: The data were collected from 192 online consumers in Türkiye, and a two-wave longitudinal research design and structural equation modeling were conducted to test the hypotheses of the conceptual model. Findings: The results indicated that perceived goal impediment and prior negative experience had positive effects on affective avoidance in both ad-clutter and non-clutter periods. Further, affective avoidance had a significant positive effect on both cognitive and behavioral avoidance in either period. In addition, ad clutter moderated the effects of cognitive and behavioral avoidance on online purchase intention. Originality/value: This research provides new evidence of the crucial role perceived goal impediment, prior negative experience and perceived control each play in driving digital ad avoidance. This paper contributes to the body of knowledge in the field by exploring how advertising clutter (both cluttered and non-cluttered settings) moderates these relationships through a two-wave longitudinal study.