Data for: To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising

In this file, the rows represent the 1,511 subjects of the final sample, and the columns correspond to the following variables/items: Sex: male/female. Age: years. Current users of ad blockers: 1 for those participants who were using ad blockers at the moment, and 0 otherwise. Past users of ad blockers: 1 if the participant had been using ad blockers previously but decided to stop using them, and 0 otherwise. The following items correspond to the latent variables (please see Table 1) and are rated on a seven-point Likert scale (from –3 = completely disagree, to 3 = completely agree). kab_1: I have knowledge about the tools that block Internet advertising such as AdBlock. kab_2: I am aware that these tools (ad blockers) are easy to install on a computer. kab_3: I know that ad blockers reduce risk of viruses and malicious software. kab_4: I know that these blockers filter out advertisements that might interest me. aoa_1: I think Internet advertisements are worth it. aoa_2: Generally, I consider Internet advertising to be a good thing. aoa_3: My general opinion about Internet advertising is highly favorable. aoa_4: I appreciate seeing advertising messages on the Internet. poa_1: Internet advertising is very entertaining. poa_2: Sometimes I take pleasure in thinking about what I saw or heard on online ads. poa_3: Viewing online advertisements is a pleasant experience for me. poa_4: Sometimes online advertising is even more enjoyable than other Internet content. coa_1: Consumers may obtain reliable information through Internet advertising. coa_2: Most Internet advertisements are trustworthy. coa_3: Online advertisements reliably inform about the quality of products. coa_4: Internet advertisements accurately reflect what products are like. eoa_1: Internet advertising contributes to society’s economic development. eoa_2: Internet advertising helps raise our standard of living. eoa_3: Online advertisements promote competition, which benefits consumers. eoa_4: Online advertisements are necessary to support websites. ioa_1: Online advertising gets in the way of my Internet searches. ioa_2: Online advertising disrupts my activity on the Internet. ioa_3: Online advertising distracts me from my objectives while on the Internet. ioa_4: Internet advertisements intrude on the content I am accessing. oac_1: There are too many advertisements on the Internet. oac_2: Internet advertisements are very repetitive. oac_3: Web sites are full of advertising messages. oac_4: We Internet users are inundated with so much online advertising.

本文件中，每一行对应最终样本的1511名被试，每一列对应下述变量/条目：

性别：男/女。
年龄：以年为单位。
当前广告拦截软件（ad blockers）使用者：若被试当前正在使用广告拦截软件则记为1，否则记为0。
过往广告拦截软件使用者：若被试此前曾使用广告拦截软件但已停止使用则记为1，否则记为0。

下述条目对应潜变量（latent variables，详见表1），采用七点评分李克特量表（Likert scale）进行评定，锚定值为–3=完全不同意，3=完全同意。

kab_1：我了解AdBlock等互联网广告拦截工具。
kab_2：我知晓此类工具（广告拦截软件）可轻松在计算机上安装。
kab_3：我知晓广告拦截软件可降低病毒与恶意软件的感染风险。
kab_4：我知晓此类拦截工具会过滤掉可能令我感兴趣的广告。

aoa_1：我认为互联网广告是有价值的。
aoa_2：总体而言，我认为互联网广告是一件好事。
aoa_3：我对互联网广告的整体评价极为正面。
aoa_4：我乐于看到互联网上的广告信息。

poa_1：互联网广告极具趣味性。
poa_2：有时我会回味在线广告中看到或听到的内容，并从中获得乐趣。
poa_3：浏览在线广告对我而言是一段愉悦的体验。
poa_4：有时在线广告甚至比其他互联网内容更令人愉悦。

coa_1：消费者可通过互联网广告获取可靠信息。
coa_2：大多数互联网广告是值得信赖的。
coa_3：在线广告能可靠地告知产品的品质信息。
coa_4：互联网广告能够准确反映产品的实际情况。

eoa_1：互联网广告有助于社会经济发展。
eoa_2：互联网广告有助于提升我们的生活水平。
eoa_3：在线广告促进了竞争，使消费者获益。
eoa_4：在线广告是支撑网站运营的必要条件。

aioa_1：在线广告妨碍了我的互联网搜索。
aioa_2：在线广告干扰了我在互联网上的活动。
aioa_3：在线广告使我在上网时无法专注于既定目标。
aioa_4：互联网广告侵入了我正在浏览的内容。

oac_1：互联网上的广告数量过多。
oac_2：互联网广告极具重复性。
oac_3：网站充斥着广告信息。
oac_4：我们互联网用户被海量的在线广告所淹没。

搜集汇总

背景与挑战

背景概述

该数据集包含1,511名参与者的调查数据，用于研究广告屏蔽器使用行为，关键变量包括用户对广告屏蔽器的知识、对在线广告的态度（如娱乐性、可信度、侵扰性），以及人口统计信息。数据集支持分析知识、态度与使用决策之间的关系，适用于互联网广告、技术采纳和行为科学领域的实证研究。