Do Irritations of Ads in Line Really Matter?

  •  Wen-Yu Tsao    


The Advertisings (ads) in LINE are the marketing promotions for enterprises to increase consumers’ purchase intentions. People are likely to feel ads as unwelcome and irritating information and get unfavorable behavioral intentions. Information quality (IQ) and access convenience are the key factors of people satisfaction to decrease their unfavorable behavioral intentions including complaints, blockade, and negative WOM (NWOM). With data collected from a sample of 230 people in Taiwan, the results got the IQ and access convenience of ads impacted on unfavorable behavioral intentions through satisfaction and was particularly moderated by irritation with AMOS 21.0. The implications for theory and practice are discussed.

This work is licensed under a Creative Commons Attribution 4.0 License.