TITLE

Flow in Individual Web Sites: Model Estimation and Cross-Cultural Validation

AUTHOR(S)
Luna, David; Peracchio, Laura A.; De Juan, Maria D.
PUB. DATE
January 2003
SOURCE
Advances in Consumer Research;2003, Vol. 30 Issue 1, p280
SOURCE TYPE
Academic Journal
DOC. TYPE
Abstract
ABSTRACT
The Internet has become a medium used by consumers worldwide to search for information, to make purchases, or merely to seek entertainment. However, research on what makes a web site effective and appealing to customers is still in its infancy. Few empirical investigations have examined the factors that may lead to an optimal navigation experience for site visitors. Little is known about whether and when consumers' navigation experiences when visiting a web site will translate into positive marketing outcomes. In the present research, we operationalize and extend previous frameworks (Hoffman and Novak 1996; Novak, Hoffman and Yung 2000) modeling consumers' optimal network navigation experience or flow on the world wide web. Our research is unique in that we create a model of flow applicable to the navigation of a specific web site. We hypothesize that a web site which facilitates achieving an optimal navigation experience may result in desired consequences for e-marketers. Our model of flow for a specific web site incorporates constructs examined in the existing literature and includes others previously unexplored in the context of web site navigation. In particular, flow is modeled as a function of consumers' perceptions of two site characteristics, interactivity and challenge, and two psychological constructs, focused attention and attitude toward the site. Interactivity, challenge, and focused attention have been components in previous web navigation models of flow (Hoffman and Novak 1996; Novak, Hoffman and Yung 2000). Our model introduces attitude toward the site as an antecedent of flow that mediates the impact of those three components on flow for a specific web site. In our model, the experience of flow is expected to result in greater intention to purchase products from the site and...
ACCESSION #
11237636

 

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