et al.
2002, Foucault and Scheufele 2002, Brown
et al.
2003, Park
and Jun 2003, Cho 2004, Moe and Fader 2004, Pires
et al.
2004, Yang and Lester 2004, Lee
and Lin 2005) and the lower likelihood of them aborting an intended online transaction (Cho
2004). These results are also confirmed by the extended TAM which suggests that increased
user experience had positive effect on users’ attitudes toward technology and the mastering of
that technology (Venkatesh and Morris 2000).
Previous studies consider emotions as an important element in human response to
environmental settings and as a guide to behaviour (Mazaheri
et al.
2011). According to
Mehrabian and Russell (1974), consumer emotions lead to various consumer response
behaviours such as purchase intention (Ha and Lennon 2010) and approach behaviours
(Menon and Kahn 2002, Eroglu
et al.
2003b). In online settings, several attempts have been
made to examine the influence of emotion on online consumer behaviour (Lynch and Beck
2001, Lynch
et al.
2001, Wolfinbarger and Gilly 2001, Xia 2002, Huang 2003, Wu
et al.
2008, Kim and Lennon 2010, Verhagen and van Dolen 2011, La and Choi 2012, Kim and
Lennon 2013). For example, Kim and Lennon (2013) demonstrated that emotion has a
40
significant impact on online purchase intention. Wolfinbarger and Gilly (2001) and Xia (2002)
maintained that emotions are related to consumers’ interpretation of their feelings given
different online purposes. Positive affect would lead to shorter browsing time and less
detailed information processing when the purpose of online shopping is task-oriented rather
than pure entertainment, whereas negative affect works in an opposite way (Lynch and Beck
2001, Xia 2002, Huang 2003). Lynch et al. (2001) investigated the effect of emotions on
purchasing intention and loyalty of consumers from 12 countries in three regions (North
America, Western Europe, and South America) and pointed out that the influence of emotion
in online shopping could vary with product categories and consumer experiences. The results
further showed that positive emotions have a positive influence on online shopping intention
of consumers in Western Europe and South America, but not on consumers in North America.
From a product perspective, low-touch, standardized goods may be less subject to the
influence of the positive affect from the shopping experience than high-touch, experiential
products (Lynch
et al.
2001).
In recent years, a large and growing body of literature has investigated the role of flow in
determining shopping intention and usage. Flow has been linked with different types of
consumer activities where the individual becomes so engrossed with the activity as to create a
pleasurable experience (Hsu
et al.
2012, Wang and Hsiao 2012). As Csikszentmihalyi (1975)
defined, flow is a cognitive state in which individuals are so intensely involved in an activity
that “nothing else seems to matter”. Hoffman and Novak (1996) suggested that flow could be
used to model online consumer behaviour. A great number of studies have reported that flow
experiences entice behavioural intentions such as an increase in the likelihood of purchasing
from a website, longer visitation at a website (known as stickiness), revisiting the website in
the future, positive word-of-mouth (WOM) recommendations to others (Novak
et al.
2000,
41
Korzaan 2003, Mathwick and Rigdon 2004, Skadberg and Kimmel 2004, Richard and
Chandra 2005, Skadberg
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