Flow and Internet shopping behavior: A conceptual model and research propositions

Abstract

Researchers have acknowledged that flow is a useful construct for explaining consumer behavior in the context of computer-mediated environments. However, the issue of how flow can actually facilitate particular Internet shopping behaviors has not been adequately investigated. This article will explore conditions under which different dimensions of flow facilitate different aspects of Internet shopping behaviors (browsing, one-time purchases, and repeat purchases) and how this relationship is moderated by consumer-related factors (perceived risk, willingness to buy, consumer self-confidence), the nature of the product (goods vs. service), and the nature of the purchase occasion (planned vs. impulse). We offer managerial implications and future research directions resulting from our research.