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The aim of this study is to present new mediating and moderating variables in the relationship between online advertising and purchase intention as well as visiting the store. Therefore, a qualitative study of 17 Tunisian Internet users was conducted (semistructured interview). The results showed that lifestyle change and the disposition to visit the store are the mediating variables between purchase intention, visiting the store and electronic advertising (purchase intention and visiting the store). Furthermore, the involvement with the product is the moderating variable between e-advertising and lifestyle change, including disposition to visit the store. [ABSTRACT FROM AUTHOR]