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Which E-Lifestyle Avoids Internet Advertising More?

Which E-Lifestyle Avoids Internet Advertising More?

Amir Abedini Koshksaray, Kambiz Heidarzadeh Hanzaee
Copyright: © 2014 |Volume: 5 |Issue: 4 |Pages: 15
ISSN: 1947-8305|EISSN: 1947-8313|EISBN13: 9781466654785|DOI: 10.4018/ijide.2014100102
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MLA

Koshksaray, Amir Abedini, and Kambiz Heidarzadeh Hanzaee. "Which E-Lifestyle Avoids Internet Advertising More?." IJIDE vol.5, no.4 2014: pp.22-36. http://doi.org/10.4018/ijide.2014100102

APA

Koshksaray, A. A. & Hanzaee, K. H. (2014). Which E-Lifestyle Avoids Internet Advertising More?. International Journal of Innovation in the Digital Economy (IJIDE), 5(4), 22-36. http://doi.org/10.4018/ijide.2014100102

Chicago

Koshksaray, Amir Abedini, and Kambiz Heidarzadeh Hanzaee. "Which E-Lifestyle Avoids Internet Advertising More?," International Journal of Innovation in the Digital Economy (IJIDE) 5, no.4: 22-36. http://doi.org/10.4018/ijide.2014100102

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Abstract

This study aimed at finding out which e-lifestyles avoid internet advertising more. To this aim, a survey was conducted on 412 students working with internet. Structural Equation Modeling approach was used for estimating the validity of research constructs and multiple regression was utilized for hypothesis testing. According to the findings, individuals with interest-driven e-lifestyle avoid from internet advertising more than others. Novelty-driven, importance-driven, sociability-driven, need-driven, entertainment-driven, and uninterested or concern-driven e-lifestyles avoid from internet advertising, respectively. This study has considered e-lifestyle's avoidance from internet advertising for the first time. It is the first attempt to investigate which e-lifestyle avoids internet advertising more. Also, it is the first study modifying research data according to the significant effect of “the average hours of using internet” and controlling and analyzing the effect of this variable.

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