Reducing the Negative Impact of Pop-up Advertisements on Users and Improving Potential Purchase Intention

PBES

Proceedings of Business and Economic Studies

2209-26412209-265X

Bio-Byword Scientific Publishing Pty. Ltd.

10.26689/pbes.v4i5.2646

Article

Reducing the Negative Impact of Pop-up Advertisements on Users and Improving Potential Purchase Intentionhttps://artdesignp.com/journal/PBES/4/5/10.26689/pbes.v4i5.2646YiLana

2021

2021-10-28

With the development of the internet, online pop-up advertisements (hereinafter, referred to as pop-up ads) have emerged. However, online users may disdain and reject online advertisements, which affects online purchase intention. This study is on reducing the negative impact of pop-up ads on users and improving the commercial effect. Self-administered questionnaires were used to survey online users and website designers. The data collected were analyzed using SPSS and the open answers were sorted out by thematic analysis. The results revealed that attractive storylines, background music, and exquisite visual presentations are effective in reducing users’ rejection to pop-up ads as well as advertisement customization. It is better for pop-up ads to appear in the middle or end of videos. The VIP system is also a choice for users to eliminate them. Designers are supposed to keep a balance between users and advertisers. In addition, internet regulation needs to be strengthened to reduce eroticism and violence in pop-up ads as well as avoid the negative impact of these kind of pop-up ads on minors.

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