Understanding the UI-design features paradox of the skip option in splash advertising: the roles of perceived control and skipping habit

Splash advertising appears on mobile apps at launch. Since the skip option of splash ads is a critical function for user experience and ad effectiveness, a more in-depth perspective is required to shift attention from the mere presence of the skip option to its UI-design features, and to further explore its influence. This study aims to explore the impact of the UI-design features of the skip option within the context of splash ads on users’ attitudes towards splash ads and the app by examining dual pathways of perceived control and skipping habit. A survey was conducted in China which found that both responsiveness and visual salience of the skip option positively affect perceived control, further enhancing users’ attitudes toward splash ads and the app. However, the visual salience of the skip option would increase users’ skipping habit, further decreasing their attitudes toward splash ads. Additionally, app dependency positively moderates the relationship between perceived control and users’ attitudes toward splash ads and the app. The findings deepen our understanding of the UI-design features of the skip option in splash ads and offer practical insights for app developers and advertisers in striking a balance between user experience and ad effectiveness.