Applying SOR model to study the factors affecting advertising avoidance behavior of Youtube users in Can Tho City

Abstract

With a new approach according to the SOR model, the aim of this study is to analyze the factors affecting the avoidance behavior of Youtube users in Can Tho City. Data was collected by an online survey of 185 respondents with no age or occupation limits through questionnaires. The reliability of the scale was assessed before using EFA and linear regression. The result shows that there is a positive relationship between obstructing cognitive goals, annoyance, negative experiences, advertising overload, and skepticism with advertising avoidance behavior. In contrast, the perception of advertising value has a negative effect on advertising avoidance behavior. It is noteworthy that annoyance and overload have the strongest impact on avoidance behavior, which represents the increasingly serious overload and nuisance of advertisements and strongly influences the avoidance response that previous studies had not found. Based on the result, implications are proposed for reducing advertising avoidance behavior on the YouTube platform.