Influencing factors of native advertising avoidance based on interactive media

With the increase in users’ initiative on interactive media, the phenomenon of native advertisement avoidance occurring in this environment is increasingly limiting the effectiveness of advertising. This paper collects and studies the avoidance willingness of users of Xiaohongshu and WeChat to native advertisements on them by survey method, and explores the influence of interactive media environment on users’ tendency to avoid native advertisements. The study found that perceived goal impediment positively affects psychological resistance and advertising avoidance; perceived privacy intrusion positively affects psychological resistance and has no significant effect on ad avoidance; perceived information overload positively affects ad avoidance and has no significant effect on psychological resistance; psychological resistance positively affects ad avoidance and acts as a partial mediator among the three sets of paths; and the moderating effect of the level of advertisement adaptation is not significant. The findings provide a basis for enterprises or organizations to carry out native advertising campaigns based on interactive media.