Just Get Lost From My Sight! User Technological Empowerment as the New Antecedences of Internet Advertising Avoidance (Study on Digital Native and Digital Immigrant)

Abstract

Today internet user, is learning more how to avoid the advertising on the internet. They learning, adapting, and customizing internet to meet their own need while using it. These behavior add many obstacle for marketing activities .Internet as a message medium have distinctive properties with their user. Internet user have a lot of an important issues to solve, as it addressed to be one of the most effective marketing channel. Many permutation behavior of these medium can controlled by marketer as the integrators of digital world. The main purpose of this research is to complete the main antecedences factor of internet advertising avoidance on these days, first study about internet marketing avoidance was designed by Cho and Cheon in 2004. Their study insight people especially marketer, to know various factor affecting internet avoidance. These paper helping to assess one new variable namely " User Technological Empowerment". Adopting Cho and Cheon model and adjustment to nowadays phenomenon. In this study " The internet user knowledge" will applied as moderating variable. To get more specific result on the hypotheses these variable will grouping which internet user more affected.