RESEARCH ON THE CHANGES OF AVOIDANCE PSYCHOLOGY AND EMOTIONAL BEHAVIOR OF CONSUMERS IN ONLINE VIDEO RELATED ADVERTISING
Authors: Wang Yu , Jia Yanrui , Xie Qiongqiong 
Published: July 2022

Abstract

Background
In the Internet era, online video related advertising is growing at an alarming rate. Its role has become more and more important and obvious. However, at present, most online video related advertisements appear in front of consumers in the form of coercion, which has aroused consumers' disgust to a certain extent and led to avoidance psychology and behavior. Avoidance behavior reduces the effect of advertising communication and causes advertising waste to enterprises. Therefore, it is more meaningful to study the changes of audience's emotional behavior under coercion.

Research Objects and Methods
This paper aims to reduce consumers' avoidance psychology and behavior of online video related advertising. Firstly, this paper introduces the general situation of consumers avoiding online video related advertising. Secondly, it analyzes the influencing factors of avoidance psychology and behavior. These four factors are the information exposure degree of relevant advertisements, the frequency of relevant advertisements, the visual effect design of relevant advertisements and the form of relevant advertisements. According to the influencing factors, put forward the research hypothesis. Thirdly, this paper adopts the methods of second-hand data collection and questionnaire survey, and takes the group as the survey object. Through the data analysis methods of descriptive analysis and correlation analysis, the research results are obtained. At the same time, this study investigated the emotional behavior of consumers in different regions. This study used the positive emotion scale. The Panas emotion scale developed by Watson et al. Is widely used to measure emotion. The scale includes two dimensions: positive emotion and negative emotion. There are 6 questions in this dimension, and Likert scores 5 points (1 means “very inconsistent”, 5 means “very consistent”, the same below). In this study, the clonbach coefficient of the questionnaire is 0.90.

Results
Through the data analysis method, it was found that assumptions 1 and 4 were correct and assumptions 2 and 3 were wrong. The results are as follows. Consumers are more likely to avoid video related advertisements with high information exposure. The greater the barrier of online video related advertising to consumers' normal viewing of video, the greater the possibility of consumers' avoidance behavior. Consumers are unlikely to avoid advertising related to high-frequency video. Consumers are unlikely to avoid video related advertisements with good visual design effects. There was a significant positive correlation between advertising interest and emotion regulation ability (P &lt; 0.01). Network analysis showed that consumers' state anxiety and adolescent trait anxiety (r = 0.63), state anxiety and trait anxiety (r = 0.56) and state anxiety and trait anxiety (r = 0.53) had the greatest correlation intensity. At the same time, state anxiety was positively correlated with mother's state anxiety (r = 0.28), trait anxiety with mother's trait anxiety (r = 0.16), and state anxiety with state anxiety (r = 0.09). Trait anxiety (r = 0.05) and state anxiety (r = 0.06) were also positively correlated with trait anxiety.

Conclusion
According to the research results, this paper puts forward some suggestions for enterprises to invest in online video related advertising. First of all, humorous advertising can attract consumers more. Enterprises should integrate more humorous advertising elements to attract consumers' attention, improve the browsing volume of advertisements, and appropriately combine different styles to increase the attraction of relevant advertisements, so as to improve the publicity effect of advertisements. Secondly, shocking and simple related advertisements can attract the attention of female consumers. For commodity advertisements targeting young women, enterprises can attract the attention of target consumers by making shocking non plug-in related advertisements. Third, consumers are unlikely to avoid product placement with low information exposure. As long as the exposure rate of advertising information is high, consumers are more likely to have avoidance behavior. Therefore, relevant advertisements are more likely to be ignored or closed. Fourth, the correct release of public service advertisements can improve brand awareness and reputation. Enterprises can properly put in public service advertisements related to product brands, improve brand awareness and reputation, and then improve the conversion rate of advertising purchase. Fully understand the role of audience irrational factors in advertising design elements, effectively understand the changes of consumers' consumption will and emotional behavior, create a good consumption environment for consumers and promote an excellent market.

Acknowledgements
Supported by a project grant from Fujian Social Science Fund General Project: Mining and Application of Elements of Brand Stories of Local Enterprises in Fujian under the Guidance of Cultural Self-confidence (Grant No. FJ2021B121).