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The Analysis of the Influence of Psychological Reactance on Spam Avoidance
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심리적 반발이 스팸 회피에 미치는 영향 경로에 대한 분석

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Type
Academic journal
Author
Journal
전북대학교 사회과학연구소 지역과 세계 지역과 세계 제36권 제1호 KCI Accredited Journals
Published
2012.1
Pages
1 - 29 (29page)

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The Analysis of the Influence of Psychological Reactance on Spam Avoidance
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Abstract· Keywords

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The Purpose of this study is to investigate the influence of psychological reactance on spam avoidance, and explore the perceived intrusiveness, irritation, and attitude toward spam as mediating variables. Results of this study suggest that the higher psychological reactance proneness is, the higher perceived intrusiveness, and perceived intrusiveness increase irritation about spam, irritation about spam has negative influence on attitude toward spam, and negative attitude toward spam increase avoidance. In addition, the levels of cognitive avoidance is higher than mechanical avoidance. Based on these results, some practical implications can be made for the use of commercial e-mail.
#심리적 반발 #스팸 회피 #지각된 침입성 #짜증 #스팸에 대한 태도 #Psychological Reactance #Attitude toward Spam #Perceived Intrusiveness #Irritation #Spam Avoidance

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Aaker,D.A. / 1985 / Causes of Irritation in Advertising / Journal of Marketing 49 (2) : 47 ~ 57 google schola Abernethy, A. M / 1991 / Physical and Mechanical Avoidance of Television Commercials: An Exploratory Study of Zapping, Zipping,and Leaving, In Proceedingsofthe American Academy ofAdvert google schola Bauer,R.A / 1968 / Advertising in American : The Consumer View / Harvard University Press google schola Bellman,S / 2010 / The Residual Impact of Avoided Television Advertising / Journal of Advertising 39 (1) : 67 ~ 81 google schola Brehm,J.W / 1981 / Psychological Reactance : A Theory of Freedom and Control / Academic Press google schola

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