其他摘要：Internet advertising technology and industry develop rapidly in past decade. However, researchers and practitioners doubt of the advertising effectiveness of pop-up ads all along. This study observes that those judgements were based on an assumption that web browse behavior is goal- oriented. They consider the pop-up ads impede browsers goal and cause them to perceive the irritation and intrusiveness. Actually, not all the web browse behaviors are goal- or task-oriented. Thus, this study conducts an experiment to manipulate the goal/non-goal-oriented behavior. Results show that non-goal-oriented web browsers perceive lower pop-up ads irritation and perceived intrusiveness than goal-oriented browsers. This study also utilizes the eye tracking device to record and examines that the non-goal-oriented web browsers’ fixation count and fixation length on pop-up ads are higher than goal-oriented web browsers. That is, the non-goal-oriented web browsers’ advertising avoidance behavior is lower than goal-oriented web browsers.
