رابطه ویژگی‌ های پیام بر مزاحمت ادراک ‌شده از تبلیغات هم ‏سان و تحلیل پیامدهای آن در فضای وب

هدف: امروزه کاربران در مقابل روش‌های سنتی بازاریابی، از قبیل تبلیغات سنتی، از خود مقاومت نشان می‌دهند و آن‌ها را گونه‌ای از تبلیغات مزاحم در نظر می‌گیرند. با توجه به این مطلب، هدف از اجرای پژوهش حاضر، بررسی رابطه ویژگی‌های پیام بر مزاحمت ادراک‌شده از تبلیغات هم‌سان و بررسی پیامدهای مزاحمت ادراک‌شده از تبلیغات هم‌سان در فضای وب است.روش: پژوهش حاضر از نظر هدف، کاربردی و از نظر روش، توصیفی هم‌بستگی است. جامعه آماری پژوهش، کلیه دانشجویان دانشگاه‌ یزد بودند که در سال‌های 1399 و 1400 در معرض تبلیغات هم‌سان قرار گرفتند. بر اساس فرمول کوکران، تعداد نمونه 250 نفر تعیین شد. داده‌ها از طریق پرسش‌نامه جمع‌آوری و با نرم‌افزار پی‌ال‌اس 3 تجزیه‌وتحلیل شدند.یافته‌ها: یافته‌ها حاکی از آن است که جاذبه اطلاعاتی، جاذبه احساسی و شفافیت پیام، تاثیر منفی و معناداری بر مزاحمت ادراک‌شده از تبلیغات هم‌سان داشته است. به‌علاوه، مزاحمت ادراک‌شده موجب نگرش منفی به تبلیغات هم‌سان و رنجش کاربران از آن شده است.نتیجه‌گیری: نتایج به‌دست‌آمده نشان داده است که تبلیغات هم‌سان موجب کاهش مزاحمت ادراک‌شده از سوی کاربران اینترنت شده است و هرچه ویژگی‌های پیام در تبلیغات هم‌سان افزایش یابد، مزاحمت ادراک‌شده از تبلیغات هم‌سان کاهش می‌یابد و هرچه مزاحمت ادراک‌شده در تبلیغات هم‌سان افزایش یابد، رنجش و نگرش منفی نیز افزایش می‌یابد.

the relationship between message characteristics of the perceived nuisance of matching advertisements and the analysis of its impact on web

nowadays, users reluctantly accept traditional marketing methods such as traditional advertisements and consider them irritating. accordingly, a significant reason for the growth of matching ads is to avoid disturbing digital media users. matched ads are integrated into platforms like facebook, linkedin, twitter, blogs, news outlets, and other media people used by people to utilize the content. despite the fact that it is challenging to do matching ads appropriately, new platforms and technologies have made it possible for marketers to apply the right methods to target users in relevant environments. therefore, matching ads is a bright spot in the digital media market and has quickly grabbed the attention of marketers and advertising professionals, and matching ads have a leading position in social networking services because they deliver compelling messages to consumers with integrated content. while matching ads serve a valuable function in avoiding the disturbance of users, few studies have been carried out on the effect of message characteristics on the perceived disturbance of matching ads and analyzing their consequences in the media. on the other hand, based on the theoretical background of the present study, three variables (transparency, information attractiveness emotional appeal) have been identified as message characteristics that influence users’ perceived annoyance with matching advertisements. in addition, the impact of the perceived annoyance of advertisements on the level of resentment and attitude of users towards similar advertisements has been investigated. according to the above-mentioned contents, the purpose of the study is to investigate the effect of message characteristics on the perceived nuisance of similar advertisements and to analyze its consequences on websites.research methodologythe present research is applied in terms of purpose and in terms of method, it is considered part of descriptive-correlational research. the statistical population was all the students of yazd university who were exposed to similar advertisements from 2014 to 2016. based on cochran’s formula, the number of samples was determined to be 250 people. to collect data via a  questionnaire , which includes 44 closed questions, 10 questions of information attraction (10-1), 8 questions of emotional attraction (11-18), 4 questions of transparency (19-22), 9 questions of perceived annoyance (23-31), there are 6 questions about the attitude towards advertisements (32-37) and 7 questions about resentment (38-44) with a 5-point likert scale (1- completely disagree, 2- disagree, 3- no opinion, 4- agree and 5- completely agree) it has been used to measure the variables of the conceptual model. this research has investigated the relationships between variables using pls3 software and structural equation modeling. the reason for using this software is that there is no need for normal distribution compared to other available software. in this research, perceived annoyance is a dependent variable for information attraction, emotional attraction, and transparency, and perceived annoyance is an independent variable for resentment and attitude. in order to ensure the accuracy and correctness of the research results, the technical characteristics of the questionnaire were evaluated in terms of validity and reliability, using different criteria. the validity of the questionnaire was evaluated and confirmed through content and construct validity. to measure the content validity of the tool, the opinions of professors and experts about the subject were used, and to measure the construct validity, the model of structural equations of convergent and divergent validity was used. in order to determine the convergent validity, the extracted average standard deviation index (ave) was used, and for the divergent measurement, the extracted root mean-variance index was used.