The impact of skippable advertising on advertising avoidance intention in China

Purpose Skippable video advertising offers users the option to skip directly to their desired video content after viewing a limited amount of advertising and is becoming a format increasingly preferred by advertisers. This study constructed a mediator model based on advertising attitude to examine the influence of users' perceived control and perceived intrusiveness on brand attitude and advertising avoidance intention in skippable video ads. Design/methodology/approach The study considered the structural equation model using a self-reporting measure method. The research model was tested using a sample of 302 respondents. Findings The results showed that perceived control positively affected ad and brand attitude and negatively affected advertising avoidance intention. Perceived intrusiveness negatively affected attitudes toward the advertising and the brand but positively affected advertising avoidance intention. Ad attitude and brand attitude had no significant influence on advertising avoidance intention. The results also confirmed that ad attitude mediates the path from perceived control and intrusiveness to brand attitude. Originality/value This study further enriches the theoretical development of skippable video ads and expands the perspective and scope of interactive advertising research.