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The Concept of Flow in Online Consumer Behavior

In: Handbook of Strategic e-Business Management

Author

Listed:
  • Irene Esteban-Millat

    (Open University of Catalonia)

  • Francisco J. Martínez-López

    (University of Granada; and Open University of Catalonia)

  • David Luna

    (City University of New York)

  • Inma Rodríguez-Ardura

    (Open University of Catalonia)

Abstract

The concept of flow has become increasingly relevant in the field of online navigation and specifically in explaining consumer behaviour in electronic markets. Not only can it be used to characterize the user’s interactive relationship with virtual environments, but it can also have a positive and desirable impact on the individuals’ consumption experiences and also on the performance of the companies’ websites which induce flow state in their customers. The purpose of this conceptual article is to analyse in-depth the concept of flow and elucidate its relevance to the context of online consumer behaviour. It contains a comprehensive and critical analysis of the literature and highlights the potential for businesses to generate flow experiences in their online environments. It also identifies the ambiguities and inconsistencies regarding the conceptualisation and operationalisation of flow in online commercial websites. Finally, we stress the importance of conducting further research in this area, with particular focus on the role of flow within the prevailing social web context.

Suggested Citation

  • Irene Esteban-Millat & Francisco J. Martínez-López & David Luna & Inma Rodríguez-Ardura, 2014. "The Concept of Flow in Online Consumer Behavior," Progress in IS, in: Francisco J. Martínez-López (ed.), Handbook of Strategic e-Business Management, edition 127, pages 371-402, Springer.
    • Handle: RePEc:spr:prochp:978-3-642-39747-9_17
    DOI: 10.1007/978-3-642-39747-9_17
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    Cited by:

    1. Engin TENGİLİMOGLU & Azize HASSAN, 2020. "Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features," Journal of Tourismology, Istanbul University, Faculty of Economics, vol. 6(1), pages 1-12, June.

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