Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization

作者：

Highlights：

• Study incorporates flow and personalization into an advertising model.

• An effective model for smartphone advertising is provided.

• Purchase intention is positively affected by flow experience and advertising value.

摘要

•Study incorporates flow and personalization into an advertising model.•An effective model for smartphone advertising is provided.•Purchase intention is positively affected by flow experience and advertising value.

论文关键词：Advertising effectiveness,Advertising value,Flow,Personalization,Smartphone advertising

论文评审过程：Available online 14 February 2014.

论文官网地址：https://doi.org/10.1016/j.chb.2014.01.015