Abstract
This study aims to characterize the role of flow in online purchasing processes for mass consumption products in online supermarkets. The study uses qualitative and quantitative techniques. The qualitative research involved five in-depth interviews with experts in online supermarkets. The quantitative research involved an online survey. The theoretical model was tested and validated using structural equation modelling. The results show that concentration and personalization are the main direct antecedents of flow in this area of online activity. Other factors, such as perceived risk and perceived assortment, tend to inhibit the flow state. Furthermore, two direct positive consequences of flow are demonstrated: purchase intention and e-loyalty. This study throws light on digital consumer behaviour in a mass consumption shopping environment and, therefore, on the most suitable design for e-commerce websites for supermarkets.
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