Examination of Internet Advertising Avoidance: The Case of Qazvin Province

This study provides insights into the question that why do people avoid advertising on the Internet? Negative trends in click-through rate and marketers’ hesitations to use this route of advertising make it imperative to study this kind of marketing. In pursuing this goal، a comprehensive theoretical model is developed. The model consists of two parts، on the one side it shows the reasons to why users avoid advertisements on the Internet، and on the other side، it figures out reasons to why users continue to avoidance from advertisements on the Internet. We examined seven latent variables which include the lack of technical knowledge، e-Life style، lack of alignment in users’ internet motive، ad clutter، negative prior experience and goal impediment. This is the first attempt to explain online ad avoidance by using seven variables in comparison to prior researches which reported only three variables. The results show that these variables explain successfully the user behavior in avoiding advertisements on the Internet.