Antecedents and consequences of flow state in e-commerce

Yun Jung Lee · Sejin Ha · Zachary S. Johnson

60 citations0/0 files storedJournal of Consumer Marketing

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Flow Experience in Various Fields Technology Adoption and User Behaviour Consumer Retail Behavior Studies

Abstract

Purpose Flow is an optimal cognitive state that enhances consumer satisfaction. This paper aims to examine the effects of website features (product- and service-related cues) on consumers’ flow experiences and how flow affects satisfaction with e-commerce. Design/methodology/approach Responses were collected from 556 respondents who had recently made purchases online. Factor analysis identified a measure of flow applicable within e-commerce. Structural equation modeling (SEM) was used to test hypothesized relationships between product- and service-oriented cues on flow and the influence of flow on satisfaction. Findings Flow experiences were favorably (unfavorably) influenced by product (service)-related cues. Of the five flow dimensions identified, three (enjoyment, goal clarity and feedback) positively affected, one (telepresence) negatively affected and one did not affect satisfaction. Research limitations/implications Prior research recognized the importance of flow, but its role in e-commerce was unclear, as prior e-commerce flow measures were incongruous and traditional retail findings apply inconsistently online. By empirically establishing a counterintuitive link between controllable Web features and flow and demonstrating how the dimension of flow independently affect satisfaction, the understanding of flow is advanced. Practical implications Understanding the influence of controllable marketing factors on flow can help e-commerce managers enhance consumers’ flow experiences and satisfaction. Originality/value Product-related cues enhanced while service-related cues degraded flow perceptions, with the later effect running contrary to traditional retail findings. The authors assert that this negative relationship is based on consumers’ use of service-related cues online, which are needed when consumers fail to find information – representing flow disruption.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1986Self-Reports in Organizational Research: Problems and Prospects 1974An approach to environmental psychology 2010Satisfaction: a behavioral perspective on the consumer 1975Beyond boredom and anxiety 1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 1960Modern factor analysis 2002Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior

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