This personal use factor suggests t

This personal use factor suggests that one of advertising’s roles is that
of information provider (Ju-Pak, 1999). Web advertising information
allows for greater marketplace efficiencies, where consumers’ needs
and wants are better matched with advertisers’ offerings. For example,
in his (1996) study, Ducoffe found a substantial, significant correlation
between informativeness and Web advertising value. In this study,
‘Product Information’ is measured with the following statements:
‘Web advertising is a very valuable source of information about sales’;
‘Web advertising tells me which brands have the features I am looking
for’; and ‘Web advertising helps me keep up to date about products
available in the marketplace’