Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value

被引：112

作者：

Ozkara, Behcet Yalin ^{[1
]}

Ozmen, Mujdat ^{[1
]}

Kim, Jong Woo ^{[2
]}

机构：

[1] Eskisehir Osmangazi Univ, Business Adm, Eskisehir, Turkey

[2] Hanyang Univ, Sch Business, Seoul, South Korea

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2017年 / 37卷

关键词：

Flow theory; Online purchase intention; Human computer interaction; Hedonic value; Utilitarian value; INTERNET SHOPPING BEHAVIOR; WEB SITE; CUSTOMER SATISFACTION; INTRINSIC MOTIVATION; CONSUMER-BEHAVIOR; WEBSITE QUALITY; VIRTUAL WORLDS; PERCEIVED FLOW; MODEL; INTENTION;

D O I：

10.1016/j.jretconser.2017.04.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The literature indicate that when flow is approached as unidimensional, its effects on online purchase intention are always positively significant, however the results of the studies where the flow is approached as a multidimensional level, is far from indicating a general tendency. The inconsistent results appeared in the literature are regarded as a result of overlooking both the utilitarian and hedonic significance of research context and the hedonic and utilitarian characteristics of the flow's sub-dimensions. In this direction, the effects of flow on online purchase intention are examined upon consideration of those two factors. Research's data were gathered via e-mail survey from an online shopping website's database. A total of 490 samples obtained in this study were analyzed with structural equation modeling. The results indicates that the flow's most valuable antecedent is feedback in the context of online purchase. The dimensions of "enjoyment", "perceived control" and "merging of action and awareness" has positive and time distortion has negative significant effects on online purchase intention. However, no significant effects of the concentration and curiosity on online purchase intention were determined.

引用

页码：119 / 131

页数：13

共 100 条

[11]

BENTLER PM, 1980, PSYCHOL BULL, V88, P588, DOI 10.1037/0033-2909.107.2.238

[12] Print versus electronic surveys: a comparison of two data collection methodologies [J].

Boyer, KK ;

Olson, JR ;

Calantone, RJ ;

Jackson, EC .

JOURNAL OF OPERATIONS MANAGEMENT, 2002, 20 (04) :357-373

[13] Hedonic and utilitarian shopping goals: The online experience [J].

Bridges, Eileen ;

Florsheim, Renee .

JOURNAL OF BUSINESS RESEARCH, 2008, 61 (04) :309-314

[14]

Brown M.W., 1993, ALTERNATIVE WAYS ASS

[15] Optimal experience of Web activities [J].

Chen, H ;

Wigand, RT ;

Nilan, MS .

COMPUTERS IN HUMAN BEHAVIOR, 1999, 15 (05) :585-608

[16] Flow on the net-detecting Web users' positive affects and their flow states [J].

Chen, H .

COMPUTERS IN HUMAN BEHAVIOR, 2006, 22 (02) :221-233

[17] Flow in games (and everything else) - A well-designed game transports its players to their personal Flow Zones, delivering genuine feelings of pleasure and happiness. [J].

Chen, Jenova .

COMMUNICATIONS OF THE ACM, 2007, 50 (04) :31-34

[18] PARADIGM FOR DEVELOPING BETTER MEASURES OF MARKETING CONSTRUCTS [J].

CHURCHILL, GA .

JOURNAL OF MARKETING RESEARCH, 1979, 16 (01) :64-73

[19]

Csikszentmihalyi Mihaly., 1988, OPTIMAL EXPERIENCE

[20]

Csikszentmihalyi Mihaly., 1990, FLOW THEPSYCHOLOGY O

← 1 2 3 4 5 6 7 8 9 10 →