Avoidance Behavior toward Social Network Advertising: Dimensions and Measurement

While social network advertising is pervasive, research focused on avoidance behavior toward it is relatively rare. This study provides the development of a three-dimension scale to measure avoidance behavior toward social network advertising. Based on the survey of 195 social network users, evidence is provided for the reliability, factor structure and validity. Meanwhile, T-tests are used to examine the effects of gender, sample source and purchasing experience on the three-dimension avoidance behavior (i.e., skimming, ignoring and blocking). The results show males on social network are more likely to block social network advertising than females while users without purchasing experience on social network are more likely to skimming through advertisements on social network.