E-Lifestyle And Internet Advertising Avoidance
E-lifestyle behavior towards avoiding internet advertising needs to be known to design an advertisement on the internet, so that the tendency of avoiding internet advertising can be reduced.Therefore, research on e-lifestyle and internet advertising avoidance is needed which aims to find out the inf...
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| Format: | Article |
| Language: | English |
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Universitas Tarumanagara
2018-10-01
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| Series: | Jurnal Manajemen |
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| Online Access: | https://ecojoin.org/index.php/EJM/article/view/432 |
| Summary: | E-lifestyle behavior towards avoiding internet advertising needs to be known to design an advertisement on the internet, so that the tendency of avoiding internet advertising can be reduced.Therefore, research on e-lifestyle and internet advertising avoidance is needed which aims to find out the influence of each e-lifestyle on Internet advertising avoidance and the behavior of each e-lifestyle towards Internet advertising avoidance activities. The population of this study is Internet users. A sample of 200 Jakarta residents were selected by purposive sampling technique. Data were analyzed using Structural Equation Modeling (SEM). The results obtained after the data were analyzed show that need-driven, interest-driven, entertainment-driven, sociability-driven, and novelty-driven influence the avoidance of Internet advertising. But Importance-driven and concern-driven e-lifestyle have no influence. In addition, entertainment-driven e-lifestyle has the largest factor loading value on average. This indicates that the majority of respondents are entertainment-driven in using the Internet everyday. |
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| ISSN: | 1410-3583 2549-8797 |