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Understanding consumer shopping behaviour: a comparison of three theories of emotions in predicting online flow

Author

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  • Songpol Kulviwat
  • Yong Zhang
  • Jinyan Fan
  • Lu Zheng

Abstract

This study seeks to examine the emotional antecedents that predict flow in consumers when engaged in online shopping by empirically comparing the three well-known emotion theories to determine their effectiveness in predicting online flow. Using an experimental survey, the study shows that Plutchik and the Izard theories had more predictive power of flow than the PAD theory. Specifically, positive affect (particularly pleasure, joy, arousal, interest and excitement), rather than negative affect, plays an important role in predicting online flow. The study represents one of the first studies to theoretically and empirically examine and compare the three widely used emotion theories in predicting online flow. Theoretical contributions and managerial implications are discussed.

Suggested Citation

  • Songpol Kulviwat & Yong Zhang & Jinyan Fan & Lu Zheng, 2016. "Understanding consumer shopping behaviour: a comparison of three theories of emotions in predicting online flow," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 7(1), pages 3-21.
    • Handle: RePEc:ids:ijemre:v:7:y:2016:i:1:p:3-21
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    Citations

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    Cited by:

    1. Ha-Won Jang & Soo-Bum Lee, 2019. "Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management," Sustainability, MDPI, vol. 11(22), pages 1-17, November.
    2. Kumar, Sushant & Jain, Aarushi & Hsieh, Jung-Kuei, 2021. "Impact of apps aesthetics on revisit intentions of food delivery apps: The mediating role of pleasure and arousal," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    3. Li, Chenxi & Xia, Xinyue & Lin, Yixun & Wen, Hanlin, 2024. "Polluted cognition: The effect of air pollution on online purchasing behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    4. Khairul Nazlin Kamaruzaman & Zuhal Hussein & Amily Fikry, 2023. "Factors Affecting Behavioural Intention to Use Mobile Health Applications among Obese People in Malaysia," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 9(1), pages 92-117.
    5. Shaohua Yang & Salmi Mohd Isa & T. Ramayah, 2020. "A Theoretical Framework to Explain the Impact of Destination Personality, Self-Congruity, and Tourists’ Emotional Experience on Behavioral Intention," SAGE Open, , vol. 10(4), pages 21582440209, December.

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