Exploring Attitudes and Purchase Intentions in a Brand-Oriented, Highly Interactive Web Site Setting

This research investigates how Internet users are influenced by Web pages that primarily serve as advertising vehicles. Specifically, using structural equation modeling we investigate how involvement with product during a Web site visit, as well as the sensation of flow resulting from the experience, impact Web site induced mood and attitude toward the Web site as an ad (A Ad ). We found that product involvement during the experience is a strong antecedent of achieving flow, and the experience of flow is a strong predictor of both positive moods and more positive A Ad .