Antecedents and consequences of flow state in e-commerce

摘要

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.