Effects of Risk Attitude and Time Pressure on the Perceived Risk and Avoidance of Mobile App Advertising among Chinese Generation Z Consumers

Generation Z (Gen Z) consumers require special consideration because they are a distinct demographic, are less receptive to mobile advertising, and have not been thoroughly studied. This study seeks to advance ad avoidance research by creatively examining Gen Zers’ perceived ad risk and ad avoidance in mobile applications (apps) and the role that risk attitude and time pressure play in these phenomena. The formal study was conducted in March 2023 via an online survey, and 312 sample data were identified for data analysis. It was found that there is a positive relationship between Gen Zers’ perceived risk and their avoidance of app advertising, with time, performance, and privacy risks being the primary advertising risks. Gen Zers perceive higher advertising risk when they are under time pressure or are risk-averse, and time pressure is a more vital indicator of perceived risk than risk attitude. Time pressure also significantly affects mechanical avoidance (e.g., using an ad blocker) more than behavioral avoidance. Still, the risk attitude only positively affects Gen Zers’ behavioral avoidance of app ads. This study concludes that ad avoidance can be reduced by reducing users’ perceived risk and time pressure. Also, ads should be placed based on consumers’ risk attitude. Future research needs to validate these findings in other cultures, compare Gen Z to other generations, and consider the consequences of ad avoidance.