How Is Flow Induced? From the Perspective of Online and Offline Channels

The flourish of internet technology has contributed to the trend of online shopping but also threatened the operation of brick-and-mortar channels. This study investigated how bookstores can use experiential value to influence the repurchase behavior of consumers from the perspective of experiential value. The significant findings of this study are as follows. 1). When channel type is not considered, the experiential values playfulness, escapism, and educational experiences are the most crucial elements for the achievement of flow. 2). Playfulness, educational experiences, and customer return on investment are relatively more important for flow inducement in online channels, while the hedonic experiential values playfulness, escapism, and aesthetics are more prominent in offline channels. This shows that playfulness is an extremely crucial strategic experiential value for bookstores. 3). The analysis of moderating effect revealed that aesthetics and service excellence can give brick-and-mortar channels a unique advantage under the threat of online channels. This study included brick-and-mortar channels, unlike past studies that focused on online channels. We believe that the findings, managerial implications, and suggestions in this study are particularly meaningful and valuable for brick-and-mortar stores, which are in gradual decline.