Hedonic value7/29/2023 The flow construct has been proposed to measure consumers online experiences (Hoffman and Novak, 1996). The objective of this study is to examine if the flow construct influences the hedonic and the utilitarian values of consumers online shopping experiences. THE INFLUENCE OF FLOW ON HEDONIC AND UTILITARIAN SHOPPING VALUES Broniarczyk and Kent Nakamoto, Valdosta, GA : Association for Consumer Research, Pages: 483-484.Īdvances in Consumer Research VolPages 483-484 Sylvain Senecal, Jamel-Edine Gharbi, and Jacques Nantel (2002) ,"The Influence of Flow on Hedonic and Utilitarian Shopping Values", in NA - Advances in Consumer Research Volume 29, eds. In this study, we examine in an online goal-oriented shopping task how the flow influences consumers hedonic and utilitarian online shopping experience evaluations. ![]() Novak, Hoffman and Yung (2000) argue that Aonline shopping and task-oriented activities involving products search do not yet offer the requisite levels of challenge and arousal, nor do they induce the sense of telepresence and time distortion necessary to create a truly compelling online customer So far, the flow construct has been applied to Internet navigation in general. ![]() ![]() EXTENDED ABSTRACT - The objective of this study is to examine if the flow construct influences the hedonic and the utilitarian values of consumers online shopping experiences.
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