Consumer online flow experience. The relationship between utilitarian and hedonic value, satisfaction and unplanned purchase
| DOI | https://doi.org/10.1108/IMDS-11-2016-0500 |
| Date | 04 December 2017 |
| Pages | 2452-2467 |
| Published date | 04 December 2017 |
| Author | Chi-Hsun Lee,Jyh Jeng Wu |
| Subject Matter | Information & knowledge management,Information systems,Data management systems,Knowledge management,Knowledge sharing,Management science & operations,Supply chain management,Supply chain information systems,Logistics,Quality management/systems |
Consumer online flow experience
The relationship between utilitarian
and hedonic value, satisfaction and
unplanned purchase
Chi-Hsun Lee and Jyh Jeng Wu
National United University, Miaoli City, Taiwan
Abstract
Purpose –The purpose of this paper is to investigate the consumer experience of flow in an online consumer
shopping environment and use online consumer participants to examine how consumer pursuit of shopping
value links in turn affects their satisfaction and unplanned purchase behavior.
Design/methodology/approach –The research model was tested using the data collected from 363 valid
questionnaires. Structural equation modeling was employed to verify and validate the research model.
Findings –The results of this study show that perceived control of flow and concentration will positively
affect consumer utilitarian value, while concentration and cognitive enjoyment will positively affect hedonic
value. Further, the effect of utilitarian value on satisfaction is greater than that of hedonic value. Finally,
hedonic value positively affects unplanned buying behavior. This research results may serve as a reference
for online store operators.
Research limitations/implications –This study used cross-sectional data for its cause and effect
analysis. Long-term conclusions based on this study are not possible. Future scholars may consider using a
longitudinal approach.
Practical implications –The results of this study clearly demonstrate that e-commerce operators must
construct environments that create flow experiences for shoppers by increasing their perceived control,
concentration, and cognitive enjoyment. Doing so will create both utilitarian and hedonic values, making
consumers feel satisfied with their shopping experience and leading them to make purchases not originally
planned in their shopping list.
Originality/value –This study’s major contribution is its successful linkage of the dimensions of flow
experience to purchase values. Moreover, it confirms that when online shoppers have an unselfconscious flow
experience, they will experience both utilitarian and hedonic values, thus increasing their satisfaction.
Keywords Concentration, Cognitive enjoyment, Flow experience, Hedonic value, Perceived control,
Utilitarian value
Paper type Research paper
Introduction
The well-known market research firm eMarket (www.emarketer.com) reported that both in-store
and internet purchases will reach $22.492 trillion in 2015. The global retail market will see a
steady growth over the next few years, and in 2018, worldwide retail sales will increase
5.5 percent to reach $28.300 trillion. However, Cowles et al. (2002) argued that to create
competitiveadvantageintheeraofthedigitaleconomy, an e-commerce business must consider
consumer motivation behind using a specific media platform and consumer pursuit of value.
Hoffman and Novak (1996) argued that whether a commercial site can increase consumer
willingness to take action depends on the ability of itsinterface to provide consumers with a
“flow”experience.Flow occurs when an individual performsan activity, completely becoming
engrossed and focusing all their attention on it, filtering out their perceptions of irrelevant
other states. Moreover, flow is a very pleasant experience during which the participants will
feel a high degree of control over behavior, playfulness, and enjoyment (Csikszentmihalyi,
1975, 1990). Numerous studies indicate that if consumers enter a flow state, they will make
more online purchases and have reduced negative attitudes and website avoidance
(Dailey, 2004).Bilgihan et al. (2015) found thatutilitarian and hedonic featurespositively affect
flow experiences in online hotel booking services. In addition, Liu and Chang (2016)
Industrial Management & Data
Systems
Vol. 117 No. 10, 2017
pp. 2452-2467
© Emerald PublishingLimited
0263-5577
DOI 10.1108/IMDS-11-2016-0500
Received 19 November 2016
Revised 8 April 2017
Accepted 9 April 2017
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0263-5577.htm
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IMDS
117,10
asserted flow experiences as well as its antecedents in online games by conceptualizing
computer-mediated communication motives.
Although in recent years, scholars have applied the flow theory to online shopping, the
findings have not been consistent. Koufaris (2002) used three dimensions of the flow
experience (shopping enjoyment, perceived control, and concentration) to investigate
consumer behavioronline and found that allthree are unrelated to unplannedpurchases, with
only shopping enjoyment affecting the intentionto return. Therefore, he raised thepossibility
that other variables were not included in the model and questioned whether flow is an
appropriate concept for the online shopping context. However,Korzaan (2003) found that the
flow experiencenot only makes it easier for consumersto engage in exploratory behaviorbut
also forms a favorable attitude toward online shoppingthat indirectly contributesto purchase
intention. Moreover, Hsu et al. (2012) also found that flow experience affects consumer
satisfactionand purchase intention.These findings show that flow is likelyto affect consumer
online shoppingbehavior. Koufaris’s (2002)model might not have been supported becausehis
study focused only on single e-bookstores or did not incorporate mediating variables into
his model. This lack of consensus indicates an issue worth pursuing.
Shopping values sought by internet shoppers are an important issue (Cowles et al., 2002).
Senecal et al. (2002) were the first to investigate flow theory and shopping value. They found
that the flow experience positively affects the dimension of hedonic value, but does not
affect utilitarian value, and they did not investigate the consequent variables of shopping
value. Bridges and Florsheim (2008) divided the flow experience into utilitarian and hedonic
elements and found that whereas the utilitarian elements of flow can increase online
shopping behavior, the hedonic elements of flow have no effect. However, since their study
did not establish the dimensions of utilitarian value or hedonic value, we still lack a clear
picture of the relationship between flow and shopping value, as well as its subsequent
impact on the results. It appears that the flow experience in an online shopping experience is
related to consumer shopping value, thereby affecting subsequent consumer behavior,
but the need for a fuller discussion remains.
Internet shoppers may browse online stores anytime and anywhere, and they can change
stores easily with a click of the mouse. Access to relevant product information
(price, functionality, features, discounts, and warranties), coupled with online privacy,
allows consumers to perform greater exploration and browsing, thus increasing the chance
of an unplanned purchase (Koufaris, 2002). Given that such unplanned internet purchases
are the key profit drivers for online stores (Engel et al., 1993), this study explores probable
reasons for unplanned purchases in the online shopping context.
Flow experience is strongly related to repeat visitsand online purchases(Novak et al., 2000).
Various elements of flow offer utilitarian and hedonic value to online shoppers (Senecal
et al., 2002). The intimate space of the network increases consumers’unplanned purchases
(Koufaris, 2002) and bring more profits (Engel et al., 1993). If a company wants to win in the
booming e-commerce market, the key is to bring consumers’flow experience by the company’s
website. Therefore, to explore the flow of shoppi ng experience to consumer’s value and
behavior caused by unplanned purchase is an important and interesting question. From the
standpoint of environmental psychology, emotions mediate the relationship between individual
perceptions of the environment and behavior (Mehrabian and Russell, 1974). This study uses
the stimulu s-organism-response mode l to explore the consumer ’s perception of flow, a specific
intrinsic factor of the online consumer environment and how it is linked to the pursuit of
purchase value, thereby affecting both consumer satisfaction and behavior. This study thus
addresses the issue raised by Koufaris’s (2002) model. It also expands upon the variables used
by Senecal et al. (2002) and Bridges and Florsheim (2008). By clarifying the effect of the flow
experience and shopping value on online consumer behavior, the results of this research will be
a useful refer ence for online st ore operators.
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Consumer
online flow
experience
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