Abstract
Influence of Flow on Perceived Clutter and Attitude in Banner Advertising
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Moderating Effect of User’s a Subject of Attention
Lee, Cheol-seon(Lecturer, School of Business Administration,
Chung-Ang University)
Yu, Seong-yeob(Professor,
Department of Advertising & Public Relation, Nam-Seoul University)
The previous articles for the perceived clutter in
banner advertising has been dealt with what factors
effect advertising clutter and relationship between
advertising clutter and advertising attitude. But internet
is possible media with a two-way communication. So,
consumer have the right for control with selective avoidance
or selective watching to advertising in internet. Therefore,
this article intends to research internet advertising
as experience process in the perspective of two-way
communication replicated continuously.
At first, researchers
hypotheses about the effect of flow on perceived clutter
and advertising attitude directly in banner advertising.
Second, we are especially developed conceptual model
considering perceived behavior control, intervening
variable, in the relationships between flow, perceived
clutter and advertising attitude by a subject of attention
in banner advertising. The reason of established second
hypothesis is to account for that experience process
is accompany with user's emotional feelings by a subject
of attention.
The results of analysis, hypothesis for
the role of flow and perceived behavior control including
the possibility for decreasing perceived clutter is
verified. And perceived behavior control verified as
intervening variable in the relationship between flow
and advertising attitude by a subject of attention.
The results of study provide the strategic implication
in internet advertising strategy.
Key words : advertising clutter, advertising attitude,
flow, perceived behavioral control, experience process
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