Perceived freedom risk influenced advertising avoidance through a mediating effect of negative emotions, the 95% confidence interval for the indirect effect [0.071, 0.267] did not contain 0, p -value = 0.001 < 0.05, and the indirect effect reached statistical significance [0.188, 0.477] did not contain 0, p -value = 0.001 < 0.05, and the 95% confidence interval for the direct effect [−0.002, 0.365] did not contain 0, p -value = 0.054 close to 0.05, so the total effect was marginally significant.
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Research on the Influence Mechanism of Consumers' Perceived Risk on the Advertising Avoidance Behavior of Online Targeted Advertising.
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