his paper aims to investigate the effect of goal impediment, privacy concern, perceived personalization on the online add avoidance behavior. This task is accomplished through the negative experi-ence. The primary objective of the study is to identify the effects the said issues in Sri Lanka. The study is designed as a cross sectional study where the data was collected using a questionnaire and the sample size was 384. Collected data was analyzed through structural equation method in AMOS 22. All the hypotheses were supported by data. Therefore, it was concluded that goal impediment, privacy concern, perceived personalization had significant impacts on negative experience and negative experience had a significant impact on the online add avoidance behavior.