Perceived Ad Value and User Intention to Adopt Ad Blockers: The Mediating Role of Perceived Ad Intrusiveness

초록

Ad blocking software and applications (“ad blockers”) continue to rise in popularity, potentially threatening the dynamics of advertising revenue streams of online publishers and marketers. In an attempt to offer some viable solutions to this critical issue, this study aimed to examine whether and, if so, how consumer perceptions of ad value – the extent to which ad is perceived as informative and entertaining – mitigate user intent to adopt ad blockers, in the context of mobile video viewing. The results of a cross-sectional survey revealed that both informative and entertainment value of mobile video ad are capable of decreasing mobile video users’ tendency to adopt ad blockers, and they do so by lowering the degree to which users feel disrupted in their enjoyment of consuming mobile videos. Unexpectedly, however, perceived ad value was not directly related to user intention to adopt ad blockers, indicating that the effects of perceived ad value on user intent to adopt ad blockers was fully mediated by perceived ad intrusiveness.

키워드