# Consumer's Attitude towards Display Google Ads
## 3 Results
### Testing Hypotheses  
Path Analysis has been used to examine the hypothesis, specifically structural equation modeling, which is usually used to analyze complex causal models [60]. Path Analysis shows four different values, and how much variance of independent variables explains the dependent variable (R\({}^{2}\)) [70]. Results are shown in Table 5 and Figure 2 as follows:  
Analysis results of dimensions (Google ads relevance, originality, and prior experience) hypothesized to affect avoidance:  
**H2. **: _Display Google ads relevance has a significant negative influence on Display Google ads avoidance. The current hypothesis is accepted, where (\(\beta=-0.221\); p < 0.05; =0.002). According to the \(\ell^{2}\) value (\(-0.270\)), the effect is moderate. This means that an increased display of Google ads relevance leads to a decreased display of Google ads avoidance. \begin{table}
\begin{tabular}{c|c c c c c} \hline \hline
**Hypotheses** & **Path Coefficients (\(\beta\))** & **Z-Value** & **f\({}^{2}\)** & **\(p\)-Value** & **R\({}^{2}\)** & **Decision** \\ \hline \(PE\)\(\blacktriangleright\)\(A\) & \(0.085\) & \(1.220\) & \(\begin{array}{c  
**H4. **: _Display Google ads originality has a significant negative influence on Display Google ads avoidance. The current hypothesis is accepted (\(\beta\) = -0.270; p < 0.05; =0.000). According to the \(\beta^{2}\) value (\(-\)0.208), the effect is moderate. This means that an increased display of Google ads' originality leads to a decreased display of Google ads avoidance._  
**H7. **: _Prior experience with Display Google ads has a significant negative influence on Display Google ads avoidance. The current hypothesis is rejected (\(\beta\) = 0.085; p < 0.05; =0.222). Results show that prior experience has an insignificant influence on Display Google ads avoidance._  
The variance in display Google ads avoidance that was explained by two independent variables (display Google ads originality and display Google ads relevance) was weak (R\({}^{2}\) = 0.129). This value is considered weak and unreliable. Analysis results of dimensions (Google ads relevance, originality, credibility, and prior experience) hypothesized to affect consumer attitude towards:  
**H1. **: _Display Google ads relevance has a significant positive influence on consumer attitude towards Display Google ads. The current hypothesis is accepted (\(\beta\) = 0.250; p < 0.05; =0.000). According to the \(\beta^{2}\) value (0.306), the effect is moderate. This means that increased display Google ads relevance leads to an increase in consumer attitude towards display Google ads._  
**H3. **: _Display Google ads originality has a significant positive influence on consumer attitude towards Display Google ads. The current hypothesis is accepted (\(\beta\) = 0.222; p < 0.05; =0.000). According to the \(\beta^{2}\) value, (0.171), the effect is moderate. This means that increased display of Google ads' originality leads to an increase in consumer attitude towards the display of Google ads._  
**H5. **: _Display Google ads credibility has a significant positive influence on consumer attitude towards Display Google ads. The current hypothesis is accepted (\(\beta\) = 0.414; p < 0.05; =0.000). According to the \(\beta^{2}\) value, (0.447), the effect is substantial. This means that increased display Google ads credibility leads to an increase in consumer attitude towards display Google ads._  
**H6. **: _Prior experience with Display Google ads has a significant positive influence on consumer attitude towards Display Google ads. The current hypothesis is rejected (\(\beta\) = 0.103; p < 0.05; =0.102)._  
The variance in consumer attitude towards display Google ads that were explained by the above three independent variables (display Google ads originality, display Google ads relevance, and display Google ads credibility) was moderate (R\({}^{2}\) = 0.394). This value is good and reliable. Analysis results of consumer attitude towards Display Google ads effect on the intention to click on Display Google ads. **H8.