Reexamining and extending the dual mediation hypothesis advertising in an on-line context

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 Aad. 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 nonclaim components and assessment of the A(site) -> I-b path across levels of motivation to process. Implications for on-line advertisers are discussed. (c) 2005 Wiley Periodicals, Inc.