Flow in eBank Satisfaction Measure
AbstractWe know from the literature and from experience that consumers combine utilitarian perceptions, emotions, non-logic and symbolic features to produce attitudes, affective states and ultimately, behaviour. This reasoning is valid for the Internet as well. In this work we take a hybrid approach, using several models (Technology Acceptance Model, Flow Model and Personalization Concepts) from the fields of Marketing, Psychology and Information Systems, in order to give a wider description of the eBank consumer behaviour. Flow is proposed as a possible metric of the consumer experience online, and the estimated model shows that this construct is a major determinant of satisfaction (measured as a cognitive state), positive affects and exploratory behaviour (measured as research behaviour regarding unplanned information and unplanned contracts), even in a goal-directed activity like banking. The adaptive personalization has shown to be a relevant determinant of the flow state. A specific scale has been developed and applied to an online survey at a major Portuguese online bank. Seven hundred and fifty-four valid observations have been collected and the estimated structural equation model affords an integrated perspective of perceptions and provides relevant information for cluster procedures.
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Bibliographic InfoPaper provided by Interuniversity Research Master and Doctorate Program (with a quality mention of ANECA) on "Business Economics", Universities of Valladolid, Burgos, Salamanca and León (Spain). Until 2008, Interuniversity Doctorate Program (with a quality mention of ANECA) “New trends in Business Administration”, Universities of Valladolid, Burgos, and Salamanca (Spain). Master en Investigación y Programa de Doctorado Interuniversitarios (con mención de calidad de la ANECA) en "Economía de la Empresa", Universidades de Valladolid, Burgos, Salamanca y León (España). Hasta 2008, Programa de Doctorado Interuniversitario (con mención de calidad de la ANECA) “Nuevas Tendencias en Dirección de Empresas”, Universidades de Valladolid, Burgos y Salamanca (España). in its series Working Papers "New Trends on Business Administration". Documentos de Trabajo "Nuevas Tendencias en Dirección de Empresas". with number 2004-06.
Length: 11 pages
Date of creation: Jun 2004
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