'Meet the blockers' : jongeren, jongvolwassenen en automatische reclamevermijding online

摘要: Ad blocking – the use of browser extensions such as Adblock (Plus) or Ublock is becoming mainstream, particularly amongst young web users. This automated form advertising avoidance has attracted significant attention due to loss revenues. Insights in this type ad behavior are indispensable. By applying theory planned (TPB), first aim study determine predictive value personal attitudes, subjective norm (SN) and perceived behavioral control (PBC) explaining intention. The second reveal relative importance beliefs underpinning these three TPB components. An online survey involving 400 person’s aged between 16 30 years was conducted. Analysis reveals that attitude most important predictor explain differences intention blockers, followed by a towards blocking. Within attitude, affecting one’s an blocker less privacy concerns, disruption data usage costs.