Modeling the Consumers’ Flow Experience in E-commerce: The Integration of ECM and TAM with the Antecedents of Flow Experience
Issued Date
2024-04-01
Resource Type
eISSN
21582440
Scopus ID
2-s2.0-85196161513
Journal Title
SAGE Open
Volume
14
Issue
2
Rights Holder(s)
SCOPUS
Bibliographic Citation
SAGE Open Vol.14 No.2 (2024)
Suggested Citation
Ruangkanjanases A., Khan A., Sivarak O., Rahardja U., Chen S.C. Modeling the Consumers’ Flow Experience in E-commerce: The Integration of ECM and TAM with the Antecedents of Flow Experience. SAGE Open Vol.14 No.2 (2024). doi:10.1177/21582440241258595 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/98988
Title
Modeling the Consumers’ Flow Experience in E-commerce: The Integration of ECM and TAM with the Antecedents of Flow Experience
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Corresponding Author(s)
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Abstract
To achieve sustainable development of e-commerce and promote customers’ online shopping conduct, companies develop online shopping platforms to enhance customers’ online shopping behavior. The growing significance of technology in advertising has sparked intense interest in the worlds of education and business to create enjoyable experiences for online clients. Analyzing flow-related states is crucial for generating these experiences. Based on a combined theoretical framework comprising the antecedents of flow, the expectation confirmation model, and the technology acceptance model, this research examines how flow experiences influence the willingness to participate in online purchasing through online shopping platforms, with a focus on Chinese internet users of online shopping platforms. Three hundred internet clients were selected using the convenience sampling technique, and a survey methodology was employed to collect information from internet consumers. Findings from this study suggest that flow had a significant effect on continuous intention, perceived usefulness, and satisfaction. Furthermore, concerning flow’s antecedents, flow was significantly influenced by feedback, perceived enjoyment, and perceived vividness. Moreover, perceived usefulness and perceived ease of use were found to have substantial relationships with satisfaction and continuous intention. This research provides significant implications for research scholars and practitioners.