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Antecedents of flow in retail store shopping

Author

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  • Wang, Liz C.
  • Hsiao, Daniel Fujen

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.

Suggested Citation

  • Wang, Liz C. & Hsiao, Daniel Fujen, 2012. "Antecedents of flow in retail store shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 19(4), pages 381-389.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:4:p:381-389
    DOI: 10.1016/j.jretconser.2012.03.002
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    References listed on IDEAS

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    2. Katarzyna Dziewanowska, 2015. "Dimensions of Real and Virtual Consumer Experiences," Faculty of Management Working Paper Series 42015, University of Warsaw, Faculty of Management.
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    9. Wen-Chin Tsao & Yuan-Wei Shao, 2018. "How Is Flow Induced? From the Perspective of Online and Offline Channels," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 11-28, March.
    10. Tobias Benjamin Scholz & Sven Pagel & Jörg Henseler, 2023. "Shopping Companions and Their Diverse Impacts: A Systematic Annotated Bibliography," SAGE Open, , vol. 13(4), pages 21582440231, December.
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