随着移动互联网技术与社交媒体的日益发展，信息流广告已经进入了大多数 消费者的视野，并且重新定义着消费者与广告之间的互动方式。而最新的研究报 告也已表明，信息流广告仍将保持强劲的发展势头，凭借其日益巨大的市场规模 有望成为整个网络广告行业的领头羊。然而，随着消费者在使用移动APP的过程 中隐私泄漏情况的不断增加，消费者对于信息流广告的回避行为也越发明显。同 时，已有的文献多集中探讨消费者的广告参与行为，或是对影响消费者广告回避 行为的相关因素进行简单地归纳，不仅缺乏有效的理论支撑，而且并未深入探究 行为发生的内在机理。基于现实中这一矛盾情景，以及在理论上对于广告回避行 为内在过程进行重新剖析的可能，本文将深入探讨引起消费者产生广告回避行为 的发生机制，明确消费者在认知广告过程中的边界条件，以期进一步增强信息流 广告的传播效果，促进信息流广告对实体经济的拉动作用。 本文应用文献研究方法，通过对朋友圈信息流广告、广告回避行为等方面的 研究成果进行梳理，在保护动机理论的概念框架下，系统提出了微信朋友圈信息 流广告回避行为的影响机理模型。而且针对广告评论、联结强度和互动频率这三 个发挥不同效应的边界条件，本研究设计了3个独立的实验，通过实验法完成数 据收集，并获得294份有效样本观测值。在应用结构方程模型和回归分析进行假 设检验后，得出了以下研究结论，第一，感知相关性对消费者广告回避意向具有 显著负向影响；第二，威胁评估、应对评估在上述关系中均发挥显著的中介效应； 第三，与社交语境相关的广告评论、联结强度等变量能够显著调节消费者的认知 评估过程，但互动频率的调节作用不显著。 根据研究结论，本文得到以下管理启示：第一，广告主应充分提高所投放朋 友圈广告的相关性和价值性。第二，广告主应增强其所投放朋友圈广告的内容丰 富度、形式新颖性、呈现时间的可控性，提高用户浏览广告过程中的参与感和主 动性。第三，广告主在投放朋友圈广告时，应充分利用微信平台的社交属性，通 II 过强化广告受众与其微信好友之间的人际互动，提高消费者的广告参与度，实现 广告的二次传播。 关键词：朋友圈信息流广告，广告回避行为，保护动机理论 III Research on the Influence Mechanism of WeChat Moments Advertisement Avoidance Behavior——Based on the Perspective of Protection Motivation Theory Abstract With the increasing development of mobile Internet technology and social media, information flow advertising has entered the vision of most consumers, and redefining the interaction between consumers and advertising. The latest research report has also shown that information flow advertising will still maintain a strong development momentum, with its increasing market size is expected to become the leader in the entire online advertising industry. However, with the increasing privacy leakage of consumers in the process of using mobile apps, consumers' avoidance of information flow advertisements has become more obvious. At the same time, the existing literature focuses on the consumer's advertising participation behavior, or simply summarizes the relevant factors that affect the consumer's advertising avoidance behavior, which not only lacks effective theoretical support, but also does not deeply explore the internal mechanism of behavior. Based on this contradictory situation in reality and the possibility of reanalyzing the inner process of advertising avoidance in theory, this article will discuss in depth the mechanism that causes consumers to generate advertising avoidance behavior and clarify the boundaries of consumers in the advertising cognitive process, it is expected to further enhance the effect of information flow advertising, and promote the effect of information flow advertising on the real economy. By sorting out the relevant results of WeChat Moments Advertisement and advertisement avoidance behaviors, this paper systematically proposes the influencing mechanism model of WeChat Moments Advertisement avoidance behavior under the conceptual framework of protection motivation theory. In addition, for the three boundary conditions that exert different effects on advertising reviews, tie strength and interaction frequency, this study designs three independent experiments, completing the IV data collection through the experimental method, and obtains 294 effective sample observations. After applying the structural equation model and regression analysis for hypothesis testing, the following research conclusions are drawn. First, the perceived ad relevance has a significant negative influence on consumers' advertising avoidance intention. Second, both threat appraisal and coping appraisal play a significant mediating effect in the above relationship. Third, variables related to social context, such as advertising reviews and tie strength, can significantly moderate the cognitive appraisal process of consumers, but interaction frequency has no significant effect. According to the research conclusion, this article has the following management implications: First, advertisers should fully improve the relevance and value of the ads placed in WeChat. Second, advertisers should enhance the content richness, novelty of forms, and the controllability of the presentation time of the advertisements placed in WeChat, so as to improve the consumers’ sense of participation and initiative in the process of browsing advertisements. Third, advertisers should make full use of the social attributes of the WeChat platform when placing ads, by enhancing the interpersonal interaction between the advertising audience and their WeChat friends, to increase consumer advertising participation and achieve secondary advertising. Key words: WeChat Moments Advertisement，advertising avoidance behavior， protection motivation theory 目 录 摘要 ................................................... I Abstract ............................................... III 第一章 绪论 ............................................. 1 1.1 研究背景和研究目的 ...................................................................................... 1 1.2 研究意义 .......................................................................................................... 2 1.3 研究方法与技术路线 ...................................................................................... 2 1.3.1 研究方法 ................................................................................................ 2 1.3.2 技术路线 ................................................................................................ 3 1.4 研究思路及内容 .............................................................................................. 3 第二章 文献综述 ......................................... 5 2.1 微信朋友圈信息流广告及其相关研究 .......................................................... 5 2.1.1 微信朋友圈信息流广告的概念 ............................................................ 5 2.1.2 微信朋友圈信息流广告的特征 ............................................................ 5 2.1.3 微信朋友圈信息流广告的用户参与行为及其影响因素 .................... 6 2.2 广告回避行为及其相关研究 .......................................................................... 7 2.2.1 广告回避行为 ........................................................................................ 7 2.2.2 广告回避行为的影响因素概述 ............................................................ 8 2.2.3 广告回避行为领域的文献评述 ............................................................ 9 2.3 保护动机理论及其相关研究 ........................................................................ 10 2.4 国内外研究成果总体评述 ............................................................................ 10 第三章 理论模型的构建 .................................. 12 3.1 感知相关性对广告回避意向的影响 ............................................................ 12 3.2 威胁评估和应对评估的中介路径 ................................................................ 14 3.2.1 感知相关性对威胁评估、应对评估的影响 ...................................... 14 3.2.2 威胁评估、应对评估对广告回避意向的影响 .................................. 15 3.3 广告评论对威胁评估、应对评估的调节作用 ............................................ 17 3.4 联结强度对威胁评估、应对评估的调节作用 ............................................ 19 3.5 互动频率对威胁评估、应