Antecedents and consequences of flow state in e-commerce
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.
Year of publication: |
2019
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Authors: | Lee, Yun Jung ; Ha, Sejin ; Johnson, Zachary |
Published in: |
Journal of Consumer Marketing. - Emerald, ISSN 0736-3761, ZDB-ID 2032361-X. - Vol. 36.2019, 2 (18.03.), p. 264-275
|
Publisher: |
Emerald |
Saved in:
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