FLOW EXPERIENCE AND CONSUMERS’ WILLINGNESS TO PAY IN ONLINE MASS CUSTOMIZATION PROCESSES

This research aims to identify the effects of perceived product value and flow experience during product design on willingness to pay (WTP) and purchase probability in online mass customization. The participants were asked to design shoes to their taste in a custom shoe website. After the design experience, the participants were asked to complete the questionnaire. The analyses suggest that flow experience has a direct effect on consumers’ WTP and an indirect effect on purchase probability through the mediating role of perceived value of mass customized products. Furthermore, perceived value of a mass customized product has a significant effect on purchase probability and no effect on WTP found in the analyses.

The Effect of Flow on Users’ Social Shopping Intention

The application of mobile technologies such as 4G has triggered social commerce development. However, due to the perceived uncertainty and risk, users may obtain a poor experience when conducting social shopping. Integrating both perspectives of social support and network externality, this research examined users’ flow experience associated with social shopping. The results indicated that both emotional support and network externality affect flow, which in turn affects identification and social shopping intention. The results imply that companies need to create a supportive climate and utilize network externality to improve users’ experience and facilitate their shopping behaviour.

Demystifying the Effect of Flow Experience for Mobile App-based E-Services

The purpose of this paper is to understand the consumer behavior by investigating the effect of flow experience and marketing mix on consumers continued intention to use e-services provided through mobile applications and subsequent effect on consumers loyalty. The study also tests through a moderated mediation approach, the mediation of continued intention to use between flow experience-marketing mix and consumers loyalty while considering the moderating role of e-trust and privacy concern with the application. An online survey was conducted to collect data from the consumers, obtaining 405 valid samples which were analyzed using multiple regression to test the conceptual model of this study. The findings support that flow experience in mobile apps increases consumes intention to use, which is a significant predictor for consumer loyalty for services availed through mobile apps. This study provides insights for the marketers to build the flow in the mobile apps with interactive features, aesthetic design and ease of use to drive for continued intention to use and loyalty.

Demystifying the Effect of Flow Experience for Mobile App-based E-Services

The purpose of this paper is to understand the consumer behavior by investigating the effect of flow experience and marketing mix on consumers continued intention to use e-services provided through mobile applications and subsequent effect on consumers loyalty. The study also tests through a moderated mediation approach, the mediation of continued intention to use between flow experience-marketing mix and consumers loyalty while considering the moderating role of e-trust and privacy concern with the application. An online survey was conducted to collect data from the consumers, obtaining 405 valid samples which were analyzed using multiple regression to test the conceptual model of this study. The findings support that flow experience in mobile apps increases consumes intention to use, which is a significant predictor for consumer loyalty for services availed through mobile apps. This study provides insights for the marketers to build the flow in the mobile apps with interactive features, aesthetic design and ease of use to drive for continued intention to use and loyalty.

Demystifying the Effect of Flow Experience for Mobile App-based E-Services

The purpose of this paper is to understand the consumer behavior by investigating the effect of flow experience and marketing mix on consumers continued intention to use e-services provided through mobile applications and subsequent effect on consumers loyalty. The study also tests through a moderated mediation approach, the mediation of continued intention to use between flow experience-marketing mix and consumers loyalty while considering the moderating role of e-trust and privacy concern with the application. An online survey was conducted to collect data from the consumers, obtaining 405 valid samples which were analyzed using multiple regression to test the conceptual model of this study. The findings support that flow experience in mobile apps increases consumes intention to use, which is a significant predictor for consumer loyalty for services availed through mobile apps. This study provides insights for the marketers to build the flow in the mobile apps with interactive features, aesthetic design and ease of use to drive for continued intention to use and loyalty.