چکیده (انگلیسی):

With web advertising growing to be a huge industry, it is important to understand the effectiveness of
web advertisement. In this study we investigate the effects of web advertising visual design (WAVD)
purchasing intention within the framework of an integrated model. Nine hypotheses were developed
and tested on a dataset of 316 observations collected via a questionnaire survey. The results of structural
equation modeling (SEM) indicate that while web advertising visual cues influence consumers' purchasing
intention through advertising attitudes and brand attitudes, they do not have direct effects on
purchasing intention. Further results on the moderating role of gender suggest that web advertising
visual cues have direct effect on consumers' purchasing intention for male groups but not for female
groups. This study contributes to the understanding the role of visual dimensions in forming online
purchase intentions.