Modified ELM
Other Mediating Variables affecting voluntary exposure (clicking banners)
1) Relevancy between product categories of banner ads and contents of the vehicle
- H3: The banner ad with higher relevance between its product category and the contents of the site where the ad is placed will generate more clicking of the banner.
2) Attitude toward the vehicle
- H4: Those who have more favorable attitude toward a vehicle (home Web site) are more likely to click the banner ads on that site only when the product categories of the banner ads are relevant to the contents of the Web site.