A Study on Consumer Intention in a Web Portal Game from the Perspective of Flow Experience

Abstract

Providing consumers with a positive and satisfying online shopping experience is the goal of the web operator. Therefore, in this paper, the authors use overhead construction to extend Csikszentmihalyi’s proposed flow theory (1975) to the computer intermediary environment and discuss the web portal game from the perspective of flow experience to identify possible causes and positive and negative results, as well as understand customer utility and hedonic motives in online shopping. In this research, the portal game is in play in the online consumer’s flow experience. This study also explores customer benefit and the effect on consumer behavior brought about by the identification of consumer preference and purchase intention. This study used an internet questionnaire survey to obtain 442 valid responses for data analysis. The results reveal that different Web site characteristics affect the flow experience and indirectly affect customer value; the results also indicate positive preferences and positive expense results. These results may serve as a reference for future Web site industry management policy and marketing strategy.