小程序游戏激励广告回避影响因素及对策研究

Research on Factors Influencing and Countermeasures for Avoiding Incentive Advertisements in Mini-Program Games

摘要: 小程序游戏以其轻量化和场景化的特征火爆出圈，成为现代人休闲娱乐的重要选择。其内置的激励广告机制，作为一种创新的商业模式，实现了开发者收益与用户体验的双赢。然而，随着用户对广告干扰的敏感度日益提升，一种普遍的回避行为逐渐显现。基于此本研究以小程序游戏激励广告作为研究对象，聚焦用户广告回避行为及其影响因素。研究证实感知目标障碍、感知广告杂乱以及小说短剧类广告的价值偏离对用户广告回避具有显著影响，由此研究针对以上结果提出建议，帮助开发者优化广告设计、平衡收益，提升用户体验。

Abstract: Mini-program games have become popular due to their lightweight and scenario-based features, emerging as a significant choice for modern leisure and entertainment. Their built-in incentivized advertising mechanism, as an innovative business model, achieves a win-win situation for both developer revenue and user experience. However, as users’ sensitivity to advertising interference increases, a common avoidance behavior has gradually emerged. Based on this, this study takes incentivized advertising in mini-program games as the research object, focusing on user advertising avoidance behavior and its influencing factors. The study confirms that perceived goal barriers, perceived advertising clutter, and the value deviation of novel and short drama-type advertisements have a significant impact on user advertising avoidance. Based on these findings, the study proposes suggestions to help developers optimize advertising design, balance revenue, and enhance user experience.