-ABSTRACT-
A group of experience of flow and internet advertising effect
Lee, Si-Hoon, Ph.D.
Full-time Instructer Dept. of Advertising and PR KeiMyung University
As the number of internet surfers and web advertising expenditure increase, research interest on the net is also increasing, especially on the internet advertising which will also determine growth. Flow is one of variables that important position of internet advertising research. Flow is defined as optimal experience, playfulness, interesting. So Hoffman and Novak(1996) proposed that flow is the largest motivation that on going navigation web and revisiting a site.
This study attempted to investigate the difference of experience of flow on demographic variables and internet usage variables. Also the purpose of this study is to investigate the relation with the experience of flow and internet advertising effect. The result showed that men, long-term and heavy internet users are more experienced flow than women, short-term and light internet users. But the experience of flow did not positive affect on internet advertising effect.