A Model of Flow Experience as Determinant of Positive Attitudes Toward Online Advergames

Advergames are gaining recognition as a captivating environment. Although several flow models have determined online games usage, no previous model has explored determinants of positive attitudes toward advergames. The objectives included development and empirically testing of a model of flow experience and its determinants of attitudes toward advergames. Positive attitudes toward advergames were partially explained by the flow experience. The model revealed that challenges offered by the gameplay were an important predictor of flow, followed by telepresence and players’ skills. Contrary to expectations, arousal significantly impacted attitudes toward advergames but not flow. Implications for advertisers and web developers are discussed.