近年来，社交媒体短视频平台凭借对于用户碎片化时间的高效利用和对社交属性的深度挖掘，逐渐成为人们进行网络社交、网络购物的重要风口，而基于“内容原生”和“个性化分发”的短视频信息流广告也在优化广告内容质量的同时，大大减少了对平台用户的侵扰，提高了广告推送及落地的效率。但其大数据挖掘量化以实现“精准推送”的技术特性也引发了用户对于个人信息和隐私的关注，进而一定程度上产生广告回避。 研究首先基于现有文献，通过网络广告-原生广告-信息流广告的发展脉络，结合短视频形式特征，由远及近、由大到小地总结梳理了短视频信息流广告的概念及定义，将其定义为“基于大数据精准推送，存在于社交媒体平台动态信息流内，内容形式与平台原生内容高度一致，能为用户提供有价值内容的短视频广告，一般带有‘推广’‘广告’‘赞助’等标识，可通过点击链接进入广告详情页或广告电商。” 为明确信息流广告的传播效果和影响路径，探索其品牌传播与投放价值转化的潜在规律，为平台资源布局及广告主内容投放策略提供参考，本研究以B站为研究对象，从社交媒体使用视角切入，以感知价值、感知风险为中介变量，感知控制为调节变量，构建信息流广告回避影响机制模型，并引入媒介设备进行广告回避的维度讨论。 研究发现，（1）用户的信息获取动机、娱乐动机、社交动机均能正向预测用户的广告回避；（2）感知广告价值的遮掩效应仅在信息获取动机与广告回避的影响关系中显著，而感知风险的中介效应在媒介使用动机对广告回避的三条路径中均显著；（3）感知控制在信息获取动机与娱乐动机对广告回避的关系中表现出显著的负向调节效应；（4）媒介设备的差异性在用户对广告的感知价值、感知风险、感知控制及广告回避的影响也得到了验证。最后，研究基于以上结论，提出了深耕广告价值，布局中短视频广告赛道；优化广告推送，挖掘重定向策略；创建激励机制，激发用户内生动力等三条营销建议，希望通过协调品牌、平台方及用户的多方利益，优化广告制作和投放策略，减轻用户广告回避程度。

In recent times, social media platforms focusing on short videos have emerged as significant channels for online social interaction and e-commerce. This is attributed to their effective utilization of users‘ fragmented time and thorough exploration of social characteristics. Moreover, short-video In-Feed Ads, employing strategies like "native content" and "algorithmic distribution," have minimized their interference with platform users while enhancing advertisement efficiency and effectiveness. However, the adoption of big data analysis and quantitative "precision push" in Ads has raised apprehensions among users regarding their personal information and privacy, prompting some to exhibit ad avoidance behaviors.The study initially builds upon existing literature to trace the development path of short- video In-Feed ads within the context of online advertising, progressing from a broad to specific perspective. It defines Short-video In-Feed Ads as those precision-targeted through big data, integrated into the dynamic information feed of social media platforms, closely resembling native content in format, and delivering valuable content to users. These ads typically feature identifiers like "promoted," advertisements," or "sponsored," allowing users to access further details or e-commerce sites by clicking on embedded links.To clarify the dissemination effects and influence pathways of short-video In-Feed Ads, and explore the potential laws of brand communication and value conversion of advertising placement, providing references for platform resource allocation and advertising content delivery strategies, this study focuses on Bilibili as the research subject. Adopting a perspective of social media usage, the research constructs a mechanism model of avoiding the impact of short-video In-Feed Ads, with perceived value and perceived risk as mediating variables, perceived control as a moderating variable, and introduces the dimension of media vehicles for discussing advertising avoidance.Consequently, The study findings indicate that (1) users‘ motivations for information acquisition, entertainment, and social interaction can positively predict users‘ ad avoidance; (2) the masking effect of perceived ad value is significant only in the relationship between information acquisition motivation and ad avoidance, while the mediating effect of perceived risk is significant in all three paths of media use motivation on ad avoidance; (3) perceived control exhibits a significant negative moderating effect in the relationship between information acquisition motivation and entertainment motivation on ad avoidance; (4) the variability of media platforms has also been validated in influencing users‘ perceptions of ad value, perceived risk, perceived control, and ad avoidance. In conclusion, the study proposes three marketing suggestions based on the above conclusions: deepening ad value and focusing on short video ad placement; optimizing ad delivery and exploring retargeting strategies; establishing incentive mechanisms to stimulate intrinsic user motivation. It is hoped that by coordinating the interests of brands, platforms, and users, optimizing ad creation and deployment strategies, the degree of user ad avoidance can be mitigated.