초록

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Abstract ▼ AI-Helper

This study aimed to reveal how the non-utilitarian variable of “flow” affects a consumer"s decision-making process of online purchasing behavior. To achieve this purpose, the study attempted to refine and modify the established theory of planned behavior (TPB) with the flow model. Through a structur...

This study aimed to reveal how the non-utilitarian variable of “flow” affects a consumer"s decision-making process of online purchasing behavior. To achieve this purpose, the study attempted to refine and modify the established theory of planned behavior (TPB) with the flow model. Through a structural equation modeling approach, several models were tested, resulting in a final revised TPB model. From this revised model, it was suggested that a consumer is influenced not only by cognitive or utilitarian motivations, but also by a feeling occurring while active on a medium in itself. In other words, the unique mood, i.e., the flow “as actual feelings,” which a consumer has experienced on the Web in the past, was found to affect indirectly his or her intent to make purchases on the Web. The study has two primary findings: (a) online purchasing behavior has a unique attribute (i.e., the flow “as actual feelings”) distinguishable from other medium-mediated or physical store purchasing experiences, i.e., online purchasing behavior has not simply an extrinsic, motivation-oriented aspect, but an intrinsic, affective aspect as well; (b) the motivation-oriented aspect of online purchasing behavior mediates the effects of the flow on the online purchasing intention.

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