Hypothesis

Hypothesis test path

Standardized Path

Coefficient

P-value

Corresponding

Hypothesis

Results

1

Goal Impediment→Negative Experience

0.425

0.000***

H1a

Support

2

Goal Impediment→Advertising Avoidance

0.345

0.000***

H1b

Support

3

Perceived Personalization→Negative Experience

−0.356

0.000***

H2a

Support

4

Perceived Personalization→Advertising Avoidance

−0.299

0.000***

H2b

Support

5

Privacy Concern→Negative Experience

0.133

0.058

H3a

Not Support

6

Privacy Concern→Advertising Avoidance

0.286

0.000***

H3b

Support

7

Negative Experience→Advertising Avoidance

0.384

0.000***

H4

Support