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An experiment was conducted in which independent variables such as familiarity of online banner ads, perceived security of online banner ads, and matches between web users' needs and banner ad content were manipulated. The theoretical background for the VC model is the Visual Perception Theory. The VC model shows that perceived usefulness of online banner ads has a positive and significant effect on the intention to click online banner ads. Also, the VC model shows that perceived security of online banner ads, matches between web users' needs and banner ad contents, and perceived familiarity of online banner ads have positive and significant effects on perceived usefulness of those ads. These findings strongly support the Visual Perception Theories. 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