Antecedents and consequences of flow state in e-commerce. Issue 2 (21st February 2019)

• Record Type: Journal Article
• Authors: Lee, Yun Jung; Ha, Sejin; Johnson, Zachary
• Is Part Of: Journal of consumer marketing. Volume 36:Issue 2(2019)
• Page Start: 264
• Page End: 275
• Publication Date: 2019-02-21
• Subjects: Online shopping -- Satisfaction -- E-commerce -- Websites -- Flow -- Atmospherics; Consumer behavior -- Periodicals; Marketing -- Periodicals; 658.8343
• DOI: 10.1108/JCM-10-2015-1579
• Languages: English
• ISSNs: 0736-3761

Abstract

Abstract : 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.