The Impact of Online Advertising on Tunisian Consumers’ Purchase Intention

The impact of online advertising on consumer behavior has been little studied and research on the topic reached mixed results.Our study focuses on the determinants of online advertising and the role of the mediating variable "attitude towards online advertising" in the relationship between perceived advertising value and consumer purchase intent.The results show that online advertising value depends positively on its informativeness, credibility and entertainment value.They also indicate that credibility and online advertising value affect consumers' attitude towards this type of advertising.Finally, we show that attitude plays a mediating role between perceived advertising value and purchase intent.