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ABSTRACT
Web sites are based on information and communication technologies that enable easy, rapid interactions between consumers and advertisers and thus represent more durable and common communication activity. In this context, the flow experience can provide a better explanation of consumer behavior in the context of Web sites as company communication activities. By adding the flow state to traditional advertising models, this study demonstrates the impact of flow state on Web site effectiveness. The results show that the flow state influences attitude toward the Web site, both directly and indirectly through Web site cognitions.
Acknowledgement
This research was funded by a grant SEJ2005-09358/ECON from the Spanish Ministry of Science & Technology and FEDER. Authors also thank Fundacion Cajamurcia for its support.
Additional information
Maria Sicilia (Ph.D., University of Murcia) is an Associate Professor in the Department of Marketing at the University of Murcia (Spain). Her research interest focuses on consumer behavior, interactive advertising, and marketing communications.
Salvador Ruiz (Ph.D., University of Murcia ) is a Marketing Professor at the University of Murcia (Spain). His research interest focuses on consumer behavior, family decisions, consumer and technology and consumer emotions.
