“…Against this backdrop, web advertising has gained a great deal of attention in recent years due to its potential effect on online shoppers' responses (Almendros & García, 2014;Ching, Tong, Chen, & Chen, 2013;Flores, Chen, & Ross, 2014;Goodrich, 2011;Kuisma, Simola, Uusitalo, & Öörni, 2010;Saadeghvaziri, Dehdashti, & Askarabad, 2013;Sajjacholapunt & Ball, 2014;Sokolik, Magee, & Ivory, 2014). While previous studies have identified the impacts of web advertising on basic consumer reactions such as click-through rates and consumer recall, a significant gap remains in the theoretical understanding of how WAVD influences online purchase intention (Cyr, Head, Larios, & Pan, 2009;Goodrich, 2011).…”