Examining the Relationships Among Flow Experience, Advertising Value, and Usage Intentions: A Research on Smartphone Usage Motivations
The aim of this study is to examine the process of viewing and evaluating the ad of young consumers through the effects of smartphone preference motivations. Based on this objective, a field study has been conducted among students in Aksaray University. Following the hypotheses tests within research model, it was found that young consumers were interested in the popularity of the smart phone and design motivations while viewing the ads. However, it was found that the flow experience into the ad message was not effective in purchasing decisions. Instead, the study revealed that university students' ad viewing depth has positively associated with the advertising value. Having the findings presented, the research results were discussed and suggestions were made for future studies.
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