| 摘要: |
| 目的研究心流理论对于网络广告设计的重要指导意义。方法在研究心流（又称沉浸）理论的基础上，进行网络广告设计实践，通过用户心流体验实证测量后进行设计方案的改良设计和评估。结论提出基于心流理论的互动网络广告的设计方法和指导思路。在心流理论指导下的互动网络广告，有利于用户获得精神情感上的愉悦享受，在心流体验下促进互动网络广告主题信息的传播。 |
| 关键词: 心流理论 互动网络广告 心流体验 设计 |
| DOI： |
| 分类号:J524.3 |
| 基金项目:成都信息工程学院2012年校级课题（CFR201223）；四川省教育厅2013年科研项目（13SB0109） |
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| Interactive Network Advertising Design Based on Flow Theory |
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PENG Qiong
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Chengdu University of Information Technology，Chengdu610041，China
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| Abstract: |
| ObjectiveIt studied the important guiding significance for the flow theory in network advertising design. MethodsBased on the research of the flow theory，it made the design of advertising network design，through the flow experience measurement of users，redesign and reassessment. Conclusion It proposed the design method and guiding thoughts of interactive network advertising based on the flow theory.The interactive network advertising design based on the flow theory will help users to obtain flow experience and to improve its information communication efficiency. |
| Key words: flow theory interactive network advertising flow experience design |
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