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Flow Experience and Internet Shopping Behavior: Investigating the Moderating Effect of Consumer Characteristics

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  • Chia‐Lin Hsu
  • Kuo‐Chien Chang
  • Mu‐Chen Chen

Abstract

Researchers have recognized that flow is a constructive construct for elucidating consumer behavior in the context of computer‐mediated environments. Accordingly, this paper endeavours to investigate the relationship between flow experience and Internet shopping behavior to which the moderating role of consumer characteristics (trust propensity, willingness to buy and self‐confidence) is concerned. Data collected from 395 customers of an online shopping store provide support for the proposed research model. The results show that flow experience is significantly and positively related to Internet shopping behavior (continuance intention, purchase intention and impulsive buying). In addition, it also suggests that the relationship between flow experience and Internet shopping behavior is moderated by consumer characteristics. Specifically, when the extent of a customer's trust propensity, willingness to buy or self‐confidence is relatively high, the influence of flow experience on Internet shopping behaviors is maximized. According to the findings, the implications and future research suggestions are provided. Copyright © 2011 John Wiley & Sons, Ltd.

Suggested Citation

  • Chia‐Lin Hsu & Kuo‐Chien Chang & Mu‐Chen Chen, 2012. "Flow Experience and Internet Shopping Behavior: Investigating the Moderating Effect of Consumer Characteristics," Systems Research and Behavioral Science, Wiley Blackwell, vol. 29(3), pages 317-332, May.
    • Handle: RePEc:bla:srbeha:v:29:y:2012:i:3:p:317-332
    DOI: 10.1002/sres.1101
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    References listed on IDEAS

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    Cited by:

    1. Gao, Lingling & Bai, Xuesong, 2014. "Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 653-665.
    2. Jamie Carlson & Natalie Jane Vries & Mohammad M. Rahman & Alex Taylor, 2017. "Go with the flow: engineering flow experiences for customer engagement value creation in branded social media environments," Journal of Brand Management, Palgrave Macmillan, vol. 24(4), pages 334-348, August.
    3. Tsung‐Sheng Chang & Wei‐Hung Hsiao, 2014. "Time Spent on Social Networking Sites: Understanding User Behavior and Social Capital," Systems Research and Behavioral Science, Wiley Blackwell, vol. 31(1), pages 102-114, January.
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    5. Zheng, Shiyong & Chen, Jiada & Liao, Junyun & Hu, Hsin-Li, 2023. "What motivates users' viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    6. Pradip Swarnakar & Ajay Kumar & Sanjay Kumar, 2016. "Why generation Y prefers online shopping: a study of young customers of India," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 2(3), pages 215-232.
    7. Muhammad Danish Habib, Abdul Qayyum, 2018. "Cognitive Emotion Theory and Emotion-Action Tendency in Online Impulsive Buying Behavior," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 5(1), pages 86-99, March.
    8. Siqing Shan & Zhonghui Mao & Ronggang Zhou & Zhilian Liu & Feng Wu, 2013. "Streaming Media Advertising: An Empirical Study," Systems Research and Behavioral Science, Wiley Blackwell, vol. 30(3), pages 398-411, May.
    9. Xianjin Tu & Victor Shi & Ming Zhang & Gangwu Lv, 2021. "The Impact of Residents’ Online Consumption on Offline Consumption—An Ordered Probit Semi-Parametric Estimation Method," Sustainability, MDPI, vol. 13(18), pages 1-16, September.
    10. Doris Morales-Solana & Irene Esteban-Millat & Alejandro Alegret Cotas, 2022. "Experiences in consumer flow in online supermarkets," Electronic Commerce Research, Springer, vol. 22(4), pages 1195-1226, December.
    11. Dan Huang & Zhiyong Li & Jian Mou & Xinyi Liu, 0. "Effects of flow on young Chinese consumers’ purchase intention: a study of e-servicescape in hotel booking context," Information Technology & Tourism, Springer, vol. 0, pages 1-26.
    12. Kim, Gwia & Jin, Byoungho & Shin, Daeun Chloe, 2022. "Virtual reality as a promotion tool for small independent stores," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    13. Zührem Yaman & Onur Köksal, 2023. "Validity and reliability of consumer attitude toward online shopping scale," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 41(1), pages 91-112.
    14. Dan Huang & Zhiyong Li & Jian Mou & Xinyi Liu, 2017. "Effects of flow on young Chinese consumers’ purchase intention: a study of e-servicescape in hotel booking context," Information Technology & Tourism, Springer, vol. 17(2), pages 203-228, June.
    15. Chen, Yi-Mu & Hsu, Tsuen-Ho & Lu, Yu-Jou, 2018. "Impact of flow on mobile shopping intention," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 281-287.
    16. Kimiagari, Salman & Asadi Malafe, Neda Sharifi, 2021. "The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    17. Ozkara, Behcet Yalin & Ozmen, Mujdat & Kim, Jong Woo, 2017. "Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 119-131.
    18. Barta, Sergio & Flavián, Carlos & Gurrea, Raquel, 2021. "Managing consumer experience and online flow: Differences in handheld devices vs PCs," Technology in Society, Elsevier, vol. 64(C).

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