Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value

Özkara, Behçet Yalın; Özmen, Müjdat; Kim, Jong Woo

doi:10.1016/j.jretconser.2017.04.001

Cited by 142 publications

(120 citation statements)

References 77 publications

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“…Current studies have proved that experiential values can be conceptualized as multidimensional constructs [47][48][49][50]. Among the perceptual values, utilitarian value and hedonic values often appear in the marketing field [47,[51][52][53][54][55]. Utilitarian value is defined as the consumers' evaluation of costs and substantial benefits after they take into account the product, service, and price, etc.…”

Section: Experiential Valuesmentioning

confidence: 99%

Sharing Economy Service Experience and Its Effects on Behavioral Intention

et al. 2019

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The sharing economy allows consumers to share spare resources through online platforms and to reduce the transaction costs by using platform services. Shared enterprises use idle resources in a more intelligent manner and share the resulting benefits with consumers. This study connects the shared enterprises’ service innovations with service experience. This study examines the consumers’ energy sharing experience and its impact on their experiential values, which in turn, affects their continued sharing energy intention. In addition, this study further examines the moderating effects of social influence and sustainability on experiential value and behavioral intentions. Data were collected from 460 Taiwanese consumers. The consumers were asked to complete a survey about their experience with Gogoro energy sharing services. Structural equation modelling (SEM) was adopted to analyze the data via IBM SPSS AMOS 25.0 (Armonk, New York, U.S.). As a result, a new four-element sharing economy service experience model was suggested; the service experience had a significant and positive effect on the behavioral intention. Additionally, the experiential values had significant and positive effects on the behavioral intention. Moreover, social influence and sustainability had significant and positive moderating effects on the relationships between experiential values and behavioral intention.

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Section: Experiential Valuesmentioning

confidence: 99%

Sharing Economy Service Experience and Its Effects on Behavioral Intention

et al. 2019

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“…Perceived control seems to be essential for online shoppers because they might be searching for more control during the service process (Smith and Bolton 2002). Results of some studies suggested that people behave more positively when they believe they have control over the environment (Ozkara et al 2017). Hence, it is reasonable to think that if users have a perception of control, their satisfaction levels will rise.…”

Section: Hypothesis 3 (H3)mentioning

confidence: 99%

Local Food Shopping: Factors Affecting Users’ Behavioural E-Loyalty

López

Virto

Gutiérrez

2018

Administrative Sciences

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While most research on electronic commerce has focused on customer behaviour according to websites' functional tasks, consumers are influenced by many other factors such as website content and design, especially in online food shopping. This is the first study that aims to examine which variables best explain satisfaction and behavioural e-loyalty (to return to the website and purchase) regarding online local food shopping. It empirically tested a model with a local food e-commerce website using a sample of 305 real e-buyers. The partial least squares structural equation modeling (PLS-SEM) technique was used to estimate the structural relationships. The findings revealed that all the tasks of a website could be strategically designed to enhance users' loyalty, and stressed the importance of measuring how all website features jointly influence perceived flow and control. This study makes a significant contribution to the consumer literature that deals with local food websites, a subject which is currently under-researched, and the eventual impact on behavioural e-loyalty.

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“…Yet at present it seems to be one of the main challenges to vendors (Hu et al, 2010;Alharbi et al, 2013;Ouyang et al, 2017). A third-party Web Assurance Seal Service (WASS) has lately gained attention in practice as a major way of alleviating consumers' concerns over e-transactions and building their trust in a website, especially when they have little knowledge of the vendor behind it or have had little experience of any kind of purchasing online (Sharma and Lijuan, 2014;Salehan et al, 2015;Mousavizadeh et al, 2016;Mohseni et al, 2018;Ozkara et al, 2017).…”

Section: Introductionmentioning

confidence: 99%

Converting hotels website visitors into buyers

Agag

Khashan

Colmekcioglu

et al. 2019

ITP

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Purpose Despite the increasing utilization of webpages for the purposes of information seeking, customers’ concerns have become a crucial impediment for online shopping. The purpose of this paper is to examine the influence of the effectiveness of web assurance seals services (WASS) and customers’ concerns on customer’s willingness to book hotels through perceived website trust and perceived value. Design/methodology/approach A questionnaire was administrated to measure the study variables. Using partial least squares–structural equation modeling approach to analyze the data collected from 860 users of online hotel websites. Findings The results indicate that WASS influence positively on perceived website trust and negatively on consumers’ concerns. As well as, perceived value and trust play a mediating role in the link between WASS and consumers’ concerns and their intentions. Finally, perceived website trust and perceived value have greater effect on intention to book hotel for low-habit consumers. Research limitations/implications This study ignored the cross-culture issue as it concentrates on the customers from developing countries, so further research may need to compare between two or more than two samples from different societies that could give a significant insights. Second, this study stresses on the WASS to predict customers booking intentions that indicates significant results, so further research may need to examine the role of online reviews as a predictor of customers purchase decision as well. Originality/value To the authors’ best knowledge, this is the first empirical research that investigates and examines the influence of the effectiveness of WASS and consumers’ concerns on consumers’ intentions through perceived value and trust. This research also investigates the moderating role of habit in the link between perceived website, perceived value and consumers’ intentions.

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Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value

Cited by 142 publications

References 77 publications

Sharing Economy Service Experience and Its Effects on Behavioral Intention

Sharing Economy Service Experience and Its Effects on Behavioral Intention

Local Food Shopping: Factors Affecting Users’ Behavioural E-Loyalty

Converting hotels website visitors into buyers

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