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Motivational Duality in Online Consumer Behaviour: Website Usability and Flow State as Moderating Factors

Author

Listed:
  • Juan Miguel Alcántara-Pilar

    (Deparment of Marketing and Markets Research, University of Granada, Spain)

  • Salvador del Barrio-García

    (Deparment of Marketing and Markets Research, University of Granada, Spain)

  • Lucia Porcu

    (Deparment of Marketing and Markets Research, University of Granada, Spain)

  • Esmeralda Crespo-Almendros

    (Deparment of Marketing and Markets Research, University of Granada, Spain)

Abstract

The present study explores the influence of website usability (utilitarian motivation) and user flow state (hedonic motivation) on online purchasing behaviour in the context of a site promoting a tourist destination. A 2x2 (high vs. low website usability and high vs. low flow state) experimental design was chosen. The sample comprised 227 Spanish individuals. The results underline the importance of utilitarian aspects for the effectiveness of the purchasing process and the formation of perceived risk online. The findings also demonstrate the influence of hedonic aspects on attitudes and loyalty towards the tourist destination, and affirm that message involvement plays an important role in reducing perceived risk and augmenting attitudes and loyalty. It is recommended that websites should reflect the different types of motivation so as to make browsing both appealing and useful for the online consumer.

Suggested Citation

  • Juan Miguel Alcántara-Pilar & Salvador del Barrio-García & Lucia Porcu & Esmeralda Crespo-Almendros, 2015. "Motivational Duality in Online Consumer Behaviour: Website Usability and Flow State as Moderating Factors," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 14(1), pages 79-104, June.
    • Handle: RePEc:ijb:journl:v:14:y:2015:i:1:p:79-104
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    References listed on IDEAS

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    Cited by:

    1. Rojas-Lamorena, Álvaro & Alcántara-Pilar, Juan & Sánchez-Duarte, Iván & Rodríguez-López, Mª Eugenia, 2019. "The effect of spectators’ cultural values and their involvement on the attitude towards the contents of the television series," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 7(1), pages 53-66.
    2. Vidyahwati Tenrisanna & Mohammad Mafizur Rahman & Rasheda Khanam, 2016. "Factors Affecting Consumers' Willingness to Pay for Imported Offal in Indonesia: A Case Study for Makassar City," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 15(2), pages 145-159, December.

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    More about this item

    Keywords

    website usability; flow state; website attitude; tourist destination loyalty;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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