Reexamining and Extending the Dual Mediation Hypothesis in an On-Line Advertising Context

Abstract

The relationship between attitude toward the advertisement (A_ad) and intentions to buy (I_b) is a controversial one. The present research examines the potential for a direct relationship between A_ad and I_b within an on-line advertising context, substituting A_site (attitude toward the Web site) for A_ad. The article replicates previous findings with respect to the four competing A_ad models they tested. The article then predicts and finds a significant A_site → I_b path based on an opportunity and motivation perspective. In terms of opportunity, Web sites contain nonproduct information that is independent of traditional measures of brand attitude (A_b), such as security, ease of use, transactional capabilities, which are likely to affect I_b. Further, on-line consumers are motivated to process this information when they visit a Web site because they cannot directly examine the products they are considering. Evidence for the opportunity and motivation perspective is provided by the decomposition of A_site into its claim and non-claim components and assessment of the A_site → I_b path across levels of motivation to process. Implications for on-line advertisers are discussed.