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

Abstract

Online advergames are gaining recognition as a captivating environment. Advergaming is the delivery of advertising messages in electronic games. Although several flow models have been proposed to determine online games usage, no previous model has explored the determinants of positive attitudes toward advergames. Our objectives included the development and empirically testing of a model of flow experience and its determinants that influence attitudes toward advergames, including arousal, flow, telepresence and positive gameplay experience resulting from a balance from individual skills and game challenges.