Mobile Shopping and Impulse Buying: Chain Mediation of Flow Experience and Purchase Intention

Based on the theory of Flow experience, this thesis combines the theory of perceived value with the theory of customer innovation, and constructs the influencing factor model of Smartphone users’ purchase intention. The paper aims to understand the impact of Flow experience in the intention of mobile shopping in China. To address this, an empirical study with 430 subjects was carried out. It collected the data by questionnaire with 5-point Likert scale, and used SPSS.22.0 and AMOS.21 to encode and analysis the data by the method of factor analysis, descriptive statistics and structural equation modeling. The results indicate that flow experience has a significant positive effect on the purchase intention of mobile shopping, and customer innovation has a direct effect on flow experience which in turn impacts purchase intention. Furthermore, this study also reveals that perceived value influence mobile shopping deeply. Key words: Mobile shopping

Download Full-text

The Effects of Perceived Values of Mobile Shopping on Customer Loyalty and Purchase Intention

The e-Business Studies ◽

10.15719/geba.13.5.201212.203 ◽

2012 ◽

Vol 13 (5) ◽

pp. 203-226 ◽

Cited By ~ 4

Author(s):

Wonjin Jung

Keyword(s):

Customer Loyalty ◽

Purchase Intention ◽

Mobile Shopping ◽

Perceived Values

Download Full-text

An Empirical Study on the Impact of E-Commerce Live Features on Consumers’ Purchase Intention: From the Perspective of Flow Experience and Social Presence

Information ◽

10.3390/info12080324 ◽

2021 ◽

Vol 12 (8) ◽

pp. 324

Author(s):

Haijian Wang ◽

Jianyi Ding ◽

Umair Akram ◽

Xialei Yue ◽

Yitao Chen

Keyword(s):

Social Presence ◽

Purchase Intention ◽

Structural Equation ◽

Positive Impact ◽

Focus Of Attention ◽

Equation Modeling ◽

Flow Experience ◽

Live Broadcast ◽

Modeling Data ◽

The Impact

The COVID-19 pandemic and the continuous advancement of live e-commerce technology pushed the swift growth of live e-commerce in China. Based on the S–O–R theoretical framework, this study investigates the impact of live broadcast characteristics on consumers’ social presence and flow experience, along with their impact on the consumers’ consumption intention in live e-commerce scenarios through questionnaires. Using structural equation modeling, data processing and involvement were introduced as regulating variables. Host charm, interaction, and trust in the host exerted a significant positive impact on social presence. In addition, host charm and trust in host significantly affected flow experience, and social presence significantly affected flow experience. Both social presence and flow experience significantly affected consumption intention, while involvement affected all paths to some extent. Overall, this study illustrates the significance of host in live e-commerce, and consumers with low involvement should be the focus of attention in live e-commerce.

Download Full-text