Research on Online Shopping Addiction Based on Flow Theory

Abstract

From the perspective of consumer experience, this study constructs the influence model of flow experience on online shopping addiction, analyzes and discusses the influencing factors and mechanism of irrational purchasing of domestic consumers in the context of online shopping. Through the empirical test of the model, it is confirmed that in the process of online shopping, creating or improving the sense of immersive presence, enhancing consumers' focus and time distortion can positively affect impulsive buying. The exploratory behavior of consumers promotes their learning and rational thinking, but inhibits their impulse to buy. Impulsive buying fully mediates the relationship between presence, concentration and time distortion, while behavioral repetition moderates the relationship between impulse buying and online shopping addiction. This study confirmed the importance of extreme shopping experience on irrational purchase decision, clarified the mechanism of the influence of each dimension of flow experience on irrational purchase decision, and provided a new idea for the study of consumers' irrational purchase.