With the development of information technology, it’s possible to deliver advertising more accurately. Online behavioral advertising (OBA) is a kind of advertising which tracks individual online behavior in order to deliver advertising tailored to his or her interests. However, consumers still avoid advertising with more precise delivery. We can’t find out the measures which decrease OBA avoidance unless we know about the factors that influence the avoidance. This paper reviewed researches about advertising avoidance and built the model of OBA avoidance combining the characteristics of OBA. Goal Impediment, Perceived Personalization and Privacy Concern are the inde-pendent variables and Negative Experience is the intervening variable. The empirical study finds that Goal Impediment and Privacy Concern are related to OBA avoidance positively, and Perceived Personalization is related to OBA avoidance negatively.
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