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A structural equation model and AMOS software were used to analyze the data. A total of five latent variables of internet advertising pleasure were examined: prior experience, website pleasure (attitude toward website), and arousal as antecedents; and attitude toward brand and purchase intention as consequences. The paper found that regardless of \u201cWebsite pleasure\u201d and \u201cArousal,\u201d these constructs successfully explain Internet advertising pleasure by incorporating advertising relaxedness, advertising happiness, and advertising satisfaction. The prior experience was found to be the most significant for explaining Internet advertising pleasure. This study offers one of the first attempts to build a comprehensive theoretical model explaining Internet Advertising Pleasure, IAP. Second, this study offers a new scale for internet advertising pleasure with higher content validity.<\/jats:p>","DOI":"10.4018\/ijide.2017100103","type":"journal-article","created":{"date-parts":[[2017,7,24]],"date-time":"2017-07-24T09:52:48Z","timestamp":1500889968000},"page":"30-47","source":"Crossref","is-referenced-by-count":1,"title":["Internet Advertising Pleasure and Purchase Intention"],"prefix":"10.4018","volume":"8","author":[{"given":"Amir Abedini","family":"Koshksaray","sequence":"first","affiliation":[{"name":"Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Elnaz","family":"Nabizadeh","sequence":"additional","affiliation":[{"name":"M.S.C. in Business administration, Farabi Campus, University of Tehran, Tehran, Iran"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"IJIDE.2017100103-0","doi-asserted-by":"crossref","unstructured":"Abedini koshksaray, Amir., Franklin, Drew., Heidarzadeh, Kambiz. 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