The Effects of Flow on Consumer Satisfaction through E-impulse Buying for Fashion Products

Eun-Joo Park

16 citations0/0 files storedFashion & Textile Research Journal

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Flow Experience in Various Fields

Abstract

Fashion products are frequently purchased on impulse and are also one of the most popular product categories sold online. Online environment attributes can facilitate flow experiences that are described as an optimal psychological state reached during an engagement in activities (e.g., games and e-shopping). This study estimated the path model to examine the causal relationships among shopping mall attributes, flow, e-impulse buying, and consumer satisfaction for fashion products. A total of 598 usable questionnaires were obtained from college students who had purchased fashion products through the Internet. Data were analyzed by exploratory factor analysis, confirmatory factor analysis, and path analysis using SPSS 18.0 and AMOS 18.0. The results showed that e-shopping mall attributes (visual attributes and product attributes) significantly influenced e-impulse buying (fashion-oriented impulse buying and promotion-oriented impulse buying) which was mediated by the consumer flow experience and then influenced by consumer satisfaction. In the path model, the flow was stimulated by shopping mall attributes, the e-impulse buying was influenced by flow, and the consumer satisfaction was influenced by e-impulse buying. Flow was the most highly related to the fashion-oriented impulse buying, and followed by the relationship of the flow and promotion-oriented impulse buying in the context of e-shopping for fashion products. A managerial implication was discussed for fashion product e-retailers to develop strategies on visual attributes and product attributes that could stimulate and increase the consumer flow to trigger impulse buying as well as consumer satisfaction.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003E‐satisfaction and e‐loyalty: A contingency framework 2008The effect of web interface features on consumer online purchase intentions 2000A multi‐method investigation of consumer motivations in impulse buying behavior 2011The influence of online store beliefs on consumer online impulse buying: A model and empirical application 2011Apparel product attributes, web browsing, and e-impulse buying on shopping websites 1982Impulsive consumer buying as a result of emotions 2011The impact of website quality on customer satisfaction and purchase intention: perceived playfulness and perceived flow as mediators

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2019The Effect of Sustainable Fashion Brand’s Advertising Color and Expression on Consumers’ Emotions and Perceptions: Focus on Instagram 2020The effect of image search, social influence characteristics and anthropomorphism on purchase intention in mobile shopping

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