Behboudi, Mehdi; Koshksaray, Amir Abedini - In: International Journal of Innovation in the Digital … 8 (2017) 4, pp. 1-17
This study expands previous models of avoidance on online advertising, in particular, Cho and Cheon (2004)'s model, and examines two new dimensions on why people avoid advertising on the Internet. The study presents a comprehensive theoretical model and examines seven exogenous latent variables...