中文摘要：

弹出式广告在某些情境下会导致在线用户的心理抗拒，影响广告效果。基于心理抗拒理论和劝说知识模型，探索了在线用户对弹出式广告产生心理抗拒的机理以及不同影响因素对降低心理抗拒的效用。通过情境实验进行实证研究，验证了用户的心理抗拒与侵扰感知和操纵意图推断有关，而后两者又受到受众特征、广告配置因素和受众感知过程因素的影响。研究成果有助于运营商设计合理的广告配置要素组合，并以正确的方式向合适的受众发布弹出式广告，从而降低用户的心理抗拒反应，提高广告效果。

英文摘要：

Pop-up ads may cause psychological reactance under some contexts, which does harm to the advertising effect. Based on the reactance theory and persuasive knowledge model, this paper explores the mechanism of online users＇ psychological reactance to pop-up ads and the effects of factors which influence users＇ psychological reactance. An empirical study based on context experiment was performed, the results of which reveal that the psychological reactance has positive relationships with manipulative intent inference and perceived intrusiveness. And the manipulative intent inference and perceived intrusiveness are influenced by the audiences＇ characteristics,the advertisement configuration contents and the audiences＇ perception process. Research results have implications to operators about designing appropriate mix of advertisement configuration contents, and offering the audiences pop-up ads in an appropriate way, so as to reduce the users＇ reactance and eventually to improve the effects of pop-up ads.