DETERMINANTS OF IN-APP ADVERTISING AVOIDANCE BEHAVIOUR: REFERENCE TO GENERATION Z MOBILE APP USERS IN WESTERN PROVINCE, SRI LANKA

Abstract

1. Introduction In-app advertising has emerged as a crucial tool for businesses aiming to capture the attention of viewers. Generation Z, a tech-savvy demographic known for extensive mobile app usage, is characterized by its preference for seamless digital experiences. However, with the increasing presence of in-app ads, there is growing proof of avoidance behaviour, making the task for advertisers increasingly challenging. Thus, this study aims to investigate the determinants of in-app advertising avoidance behavior among Generation Z mobile app users in Western Province, Sri Lanka. 2. Research Methodology Grounded in Reversal Theory, this research adopts a quantitative design under the deductive approach. A self-administered structured questionnaire was distributed among Generation Z mobile app users in the Western Province of Sri Lanka. 310 usable responses were gathered via the purposive sampling technique. The data were analyzed using regression analysis, employing SPSS 25 software to examine the impact of privacy, goal impediment, entertainment and informativeness, personalization, and utility on ad avoidance. 3. Findings and Discussion The findings revealed that perceived privacy concerns, goal impediment, and personalization significantly impact in-app advertising avoidance, whereas privacy concerns are the most influential. In contrast, entertainment and informativeness had a negative but significant effect, suggesting that more engaging and informative ads can reduce avoidance. Notably, perceived utility did not significantly impact ad avoidance behavior among Generation Z, suggesting that functional benefits may not be a driving factor. 4. Conclusion and Implications The study concludes that privacy, goal impediment, and personalization are key drivers of in-app advertising avoidance among Generation Z. Marketers and app developers should focus on creating non-intrusive, engaging, and relevant advertisements to reduce avoidance, ultimately leading to improved advertising effectiveness and higher conversion rates.