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This paper explores various factors influencing the clicking of banner ads on the WWW. The study indicates that several important variables affect the clicking of banner ads: (1) level of product involvement, (2) congruency between the content of a vehicle and the product category of a banner ad, (3) attitude toward the vehicle, and (4) overall attitude toward web advertising. For methodology, this study employed a between-group experimental design and measured real click-through rates with the aid of an online data collection technology called FileMaker Pro. Results of logistic regressions show that people are more likely to click banner ads if they are highly involved with products, perceive high synergy between web pages and ads, have a favorable attitude toward a vehicle, or have a favorable attitude toward web advertising in general. A total of 756 subjects participated in this research.
Chang-Hoan Cho (2003) studied this question.