Findings also suggested that ATOA positively and significantly predicted ad clicking and online shopping experience.
Consumers' beliefs about online advertising have a positive effect on their ATOA.
Five items were used to measure ATOA on a 5-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree).
ATOA were statistically significant predictors of both online ad clicking and frequency of online shopping.
Among the five factors, the economy belief played the most important role in predicting ATOA.
This study tests a proposed model of ATOA in a cross-cultural context.