E-lifestyle and Internet Advertising Avoidance Behaviour of Different Generations in Chennai City

Abstract : The rapid growth of the Internet has transformed consumer lifestyles and created new patterns of online behaviour, giving rise to the concept of e-lifestyle. This study examines the relationship between e-lifestyle dimensions and internet advertising avoidance behaviour among Internet users in Chennai, Tamil Nadu. Drawing upon lifestyle and consumer behaviour literature, the research investigates seven dimensions of e-lifestyle, namely need-driven, interest-driven, entertainment-driven, sociability-driven, perceived importance-driven, uninterested or concern-driven, and novelty-driven e-lifestyles, and their influence on users’ tendency to avoid online advertisements. Using a cross-sectional research design, primary data were collected from Internet users and analysed to identify significant predictors of advertising avoidance behaviour. The findings reveal that, contrary to expectations derived from previous international studies, only the uninterested or concern-driven e-lifestyle significantly influences internet advertising avoidance behaviour in the Indian context, while the other six e-lifestyle dimensions do not exhibit a significant effect. The study contributes to the growing body of knowledge on digital consumer behaviour by highlighting the importance of users’ concerns, disinterest, and perceived intrusiveness in shaping responses to online advertising. This study offers valuable insights for marketers and digital advertisers seeking to design more effective and less intrusive online advertising strategies that are in line with the preferences and attitudes of contemporary internet users.