– The purpose of this paper is to investigate beliefs about and attitudes toward Web advertising (ATWA) among Iranian consumers, and the relationships between belief factors, ATWA, consumers’ Web advertising behavior, and purchase intention.
– A quantitative, non-experimental, and descriptive-analytic survey design was used in this study. Data were collected from students of two big universities in Iran. A total of 416 questionnaires provided usable data and were analyzed using AMOS.
– Product information, hedonic, social role, and irritation were significant predictors of ATWA. ATWA were found to be a significant positive predictor of consumer's Web advertising behavior and purchase intention.
– The limitation is that convenience sampling was used in the research which may have resulted in sampling biases.
– The paper extended the current body of knowledge on Web advertising by investigating the role of two new factors in Web advertising context. It has been conducted based on Wolin et al.'s (2002) work along with two additional factors; irritation and purchase intention.
