Buying from Online Supermarkets: The Main Factors Influencing the Experience of Flow, Purchase Intent and E-loyalty

Abstract

This paper aims to clarify and characterize the role of flow in online supermarkets. To this end, an integral model of flow in online supermarkets is proposed and tested. The empirical part of the research was based on both qualitative and quantitative techniques. The former consisted of five in-depth interviews carried out with experts in online supermarkets. The latter consisted of an online survey resulting in a sample of 651 valid questionnaires. The theoretical model was tested and validated using the standard methodological procedure based on exploratory and confirmatory analyses. The results indicate that concentration and personalisation are the main direct antecedents of flow. Other factors such the perception of product assortment (a new variable not considered in previous flow studies) reveals that having a wide range of products in online supermarkets has a negative impact upon consumers’ positive emotions during the activity, and therefore impedes the flow experience. Furthermore, two direct positive consequences of the flow experience are proved: purchase intent and e-loyalty. In sum, it can be concluded that businesses are better off providing users with supermarkets webs conducive to getting them into a flow state.