Perceived intrusiveness of rich media ads in online advertising: Evidences from young Indian travellers

Figures & data

Table 1. Summary result of the measurement model and convergent validity

Construct	Items	Mean	SD	CR	AVE
Attitude towards publisher site	7	6.17	1.02	0.89	0.66
Perceived ad intrusiveness	7	5.21	0.99	0.92	0.65
Attitude towards brand	3	5.85	1.09	0.88	0.65
Attitude towards web advertising	5	5	1.02	0.9	0.77

Note. CR = composite reliability; M = mean; SD = standard deviation; CFI = 0.92, RMSEA = 0.05, TLI = 0.96, SRMR = 0.059.

Source: Developed by authors

Table 2. Discriminant validity

	ATS	PI	ATB	ATWA
Attitude towards publisher site	0.78
Perceived ad intrusiveness	0.47	0.77
Attitude towards brand	0.52	0.56	0.87
Attitude towards web advertising	0.45	0.46	0.6	0.87

Note: Highlighted diagonal numbers are the square root of the AVE. All correlations significant at p < 0.01. CFI = 0.92, RMSEA = 0.05, TLI = 0.96, SRMR = 0.059.

Source: Developed by authors

Table 3. VIF ${\mathbf{a}}_{\mathbf{C}\mathbf{D}\mathbf{O}\mathbf{M}}\left({\lambda }_3\right)+{\mathbf{a}}_{\mathbf{T}\mathbf{S}\mathbf{S}}\left({\lambda }_3\right)+{\mathbf{a}}_{\mathbf{c}\mathbf{h}\mathbf{l}\mathbf{-}a}\left({\lambda }_3\right)\ll {\mathbf{a}}_{\mathbf{w}}\left({\lambda }_3\right)$

	ATS	PI	ATB	ATWA
Attitude towards publisher site
Perceived ad intrusiveness	1.000		1.105	1.100
Attitude towards brand
Attitude towards web advertising

Source: Developed by authors

Table 4. Path estimate results for final model

Hypothesis	Path	Path Coefficient	Standard Error	t-Statistic	Decision
H1	PI—> ATB	0.508	0.065	7.839*	Supported
H2	PI—> ATW	0.519	0.054	8.456*	Supported
H3	PI—> ATOA	0.432	0.057	11.302*	Supported

Source: Developed by authors