The aim of this study was to present new mediating and moderating variables in the relationship between online advertising and purchase intention as well as visiting the store. Therefore, a qualitative study of 17 Tunisian Internet users was conducted (semi-structured interview). Results showed that the lifestyle change and the disposition to visit the store are the mediating variables between these consequences and electronic advertising (purchase intention and visiting the store). Furthermore, the involvement with the product is the moderating variable between e-advertising and lifestyle change, including disposition to visit the store.
Advertising and Promotion Management Commons, Arts Management Commons, Business and Corporate Communications Commons, Communication Commons, E-Commerce Commons, Fashion Business Commons, Marketing Commons, Operations and Supply Chain Management Commons, Other Business Commons, Sales and Merchandising Commons