Internet advertising grows rapidly in the recent decade. However it’s Click Through Rate seems to decrease. Part of the reason is because the media like Internet provides users higher interaction and independency, which allows users take action to avoid the advertising actively or passively as soon as they senses interference. Therefore, the phenomenon of advertising prevention strongly influences the effectiveness of Internet Ads. This research explores the phenomenon of the advertising avoidance from the aspects of user’s attitude toward Ads and internet using behavior. By way of investigation method, relationship was found among the three factors- advertising avoidance, user’s attitude toward Ads and internet using behavior. Besides, current study also founded that the demographic variables of sex and age were influential. Some particular internet using behaviors were related to friendly attitude toward ads, which predicted less advertising avoidance. Based on the findings, the study finally offers a number of recommendations for portal sites and advertisers to decrease the happening of advertising avoidance
