Abstract
This research aims to discover and confirm the factors that affect awareness and behaviors that avoid advertising in the Facebook social networking environment. Data were collected from 250 clients living and working in Ho Chi Minh City. The research model and scales were constructed from the theoretical bases of advertising avoidance by R. H. Ducoffe [8], L. K. Bracket và B.N. Carr [2], C.H. Cho và H. J. Cheon [3], D. J. Xu [20], K. Louiseet al. [15], S. M. Choi et al. [4] as well as from the preliminary interview results. Based on that, the author has developed an evasion scale in terms of cognitive behavior under the influence of advertising value with three dimensions of value: information, entertainment and incentive. The model is implemented with SEM linear analytical method. Research results show that both values of information and entertainment value affect avoidance awareness and avoidance behaviors. In the scale of information value has the most impact on perception, the scale of entertainment has the strongest impact on behavior. The incentive value scale only affects the behavior of advertising avoidance.
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