Understanding the Influence of Online Flow Elements on Hedonic and Utilitarian Online Shopping Experiences: A Case of Online Group Buying

Abstract

ABSTRACT This study aims to understand the relationship between online flow elements and hedonic and utilitarian online shopping experiences and the influence of these experiences on consumer behavioral intentions. The study, which uses online group buying as a research context, is premised on the marketing perspective of online consumer behavior and the information systems perspective of human-computer interactions with online interfaces. Data were obtained through a mall-intercept systematic sampling distribution of questionnaires, and analyzed using structural equation modeling. The results indicate that online flow elements (arousal, challenge, time distortion, control, interactivity, and skill) are positively related to online shopping experiences (hedonic and utilitarian), which in turn are positively related to online group buying (or purchase) intention. All relationships were significant except that between telepresence and hedonic online shopping experience and that between importance and utilitarian online shopping experience. The implications of the findings and future research directions are discussed.