Antecedents of flow in retail store shopping |
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| Authors: | Liz C Wang Daniel Fujen Hsiao |
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| Institution: | 1. Department of Marketing, West Chester University of Pennsylvania, West Chester, PA 19383, USA;2. Labovitz School of Business and Economics, University of Minnesota Duluth, Duluth, MN 55812, USA;1. Department of Information Management, National Taichung University of Science and Technology, 129 Sec. 3, San-Min Road, Taichung 40444, Taiwan, ROC;2. Department of Information Management, Cheng Shiu University, No. 840, Chengcing Rd., Niaosong Dist., Kaohsiung City 83347, Taiwan, ROC |
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| Abstract: | “Flow” has been established as a critical determinant of an online shopping experience. Online consumers with flow experience tend to be less price-sensitive and to have favorable attitudes and high re-patronage intention. As retail stores account for 90% of retail sales, it is important to advance our knowledge of flow theory in physical retail stores. However, the antecedents (navigational challenge, web skill) derived from the extant online flow literature are not applicable to in-store shopping. To fill the void, the two objectives here are (1) to provide a theoretical foundation to develop the antecedents (challenges and skills) associated with in-store shopping, and (2) to examine their impacts on consumer flow experience (concentration, control, and enjoyment) and subsequent future shopping intentions. The results will advance the literature of flow and offer helpful suggestions to retail marketing. |
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