A multidimensional framework of web browsers' trust and distrust of banner advertisements

Past research has explored the effectiveness of banner advertisements and how to increase banner advertisement click-through rates. But there is very little research regarding this question: Why are banner advertisement click-through rates extremely low? This study proposes one possible explanation for low banner advertisement click-through rates by exploring the multidimensional nature of consumer trust and distrust towards banner advertisements. Approximately 143 respondents filled out open-ended surveys detailing the reasons why they click (or avoid clicking) banner advertisements. The findings show that trusting the host website and trust in the banner advertisement's brand name significantly influence clicking on a banner advertisement. On the other hand, there are multiple antecedents that lead to consumers' distrust of banner advertisements. These antecedents include virus and spyware, scams, unwanted pop-ups, privacy concerns, redirection to unexpected websites, spam, negative Word-of-Mouth (WOM) regarding banner advertisements and a general distrust of banner advertisements.