EXPLORING THE MEDIATING ROLE OF PERCEIVED QUALITY BETWEEN ONLINE FLOW AND CUSTOMER’S ONLINE PURCHASE INTENTION ON A RESTAURANT E-COMMERCE WEBSITE

The aim of this paper is to explore the relationship between online flow, also called optimal experience, perceived quality of a restaurant e-commerce website, and customer’s purchase intention. First, we reviewed flow, perceived quality, and purchase intention studies in the literature, and proposed a conceptual model of the hypothesized relationships between our variables. Afterwards, we identified in the literature measuring methods and scales for online flow, perceived quality and customer’s purchase intention, and ran a reliability analysis. In order to study the relationship between the variables from our conceptual model, we used a qvasi-experimental design. The first phase of our study consisted in selecting a restaurant e-commerce website: www.pizzeriaalila.ro, and establishing a task scenario. Second phase involved data collection. We sent 3200 emails containing an invitation to participate to study, through an email marketing platform. The sample used was nonprobabilistic. The opening rate of emails containing the invitation was 28.5%, with 8% click rate on the link to participate to our study. At the end of this second phase, July 15, 2014, we received 210 answers, thereof 132 were valid. Multiple regression analyses were conducted to assess each component of the proposed mediation model. Results of the mediation analysis confirmed the mediating role of the perceived quality of an e-commerce website in the relation between online flow and online purchase intention. Finally, we discuss conclusions and limitations of our study