Which E-Lifestyle Avoids Internet Advertising More?

Amir Abedini Koshksaray and Kambiz Heidarzadeh Hanzaee
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Amir Abedini Koshksaray: Department of Business Management, School of Management, Islamic Azad University, Tehran, Iran
Kambiz Heidarzadeh Hanzaee: Department of Business Management, School of Management and Economics, Islamic Azad University, Tehran, Iran

International Journal of Innovation in the Digital Economy (IJIDE), 2014, vol. 5, issue 4, 22-36

Abstract: This study aimed at finding out which e-lifestyles avoid internet advertising more. To this aim, a survey was conducted on 412 students working with internet. Structural Equation Modeling approach was used for estimating the validity of research constructs and multiple regression was utilized for hypothesis testing. According to the findings, individuals with interest-driven e-lifestyle avoid from internet advertising more than others. Novelty-driven, importance-driven, sociability-driven, need-driven, entertainment-driven, and uninterested or concern-driven e-lifestyles avoid from internet advertising, respectively. This study has considered e-lifestyle's avoidance from internet advertising for the first time. It is the first attempt to investigate which e-lifestyle avoids internet advertising more. Also, it is the first study modifying research data according to the significant effect of “the average hours of using internet” and controlling and analyzing the effect of this variable.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jide00:v:5:y:2014:i:4:p:22-36

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