Flow in internet shopping: a validity study and an examination of a model specifying antecedents and consequences of flow

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Title: Flow in internet shopping: a validity study and an examination of a model specifying antecedents and consequences of flow
Author: Guo, Yi
Abstract: This dissertation studies the antecedents and consequences of the flow experience in online retailing environments . Flow is the enjoyable and engrossing experience that people feel when acting with total involvement . A review of previous studies suggests that applying the notion of flow to understand the online consumer experience is a promising but underdeveloped field with several conceptual and methodological issues . This dissertation attempts to contribute to our understanding of flow in online shopping in three ways . First , a three -part validity study was carried out using different approaches to construct validity and involving two sets of two flow measures : the Flow State Scale (FSS , Jackson and Marsh 1996 ) and the Internet Flow Scale (IFS ) . The first study related flow to behavioral criteria in online shopping . The second conducted a traditional construct validity study in which we developed and tested a ?nomological network ? of relationships between flow measures and other logically -related constructs . This study also included a Multitrait -Multimethod validity study . The third was a factorial validity study of the flow construct . These studies provided evidence of construct validity for flow and suggested that the FSS had advantages over the IFS in terms of validity . Second , this dissertation tested a comprehensive model of flow that included the underlying dimensions of flow , the mediating effects of perceived challenge and skill on flow , and antecedents and consequences of flow . Consequences of flow include perceived usefulness , affective responses to the site , and intentions to revisit and purchase . Overall , results based on data collected by a controlled experiment supported our model , suggesting that flow is a second -order construct and positively related to outcome variables . Thirdly , we studied the effect of Web site complexity on flow . Perceived site complexity was found to effect flow negatively . Investigating the effects of it on inducing flow in online shopping may eventually lead us to guidelines for improving the shopping experience by designing more capable Web sites .
URI: http : / /hdl .handle .net /1969 .1 /1501
Date: 2005-02-17

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Flow in internet shopping: a validity study and an examination of a model specifying antecedents and consequences of flow. Available electronically from http : / /hdl .handle .net /1969 .1 /1501 .

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