Flow and Consumer Behavior in an Online Supermarket

Doris Morales-Solana, Irene Esteban-Millat () and Alejandro Alegret Cotas ()
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Doris Morales-Solana: Open University of Catalonian (UOC)
Irene Esteban-Millat: Open University of Catalonian (UOC)
Alejandro Alegret Cotas: Open University of Catalonian (UOC)

A chapter in Advances in National Brand and Private Label Marketing, 2018, pp 65-73 from Springer

Abstract: Abstract As a result of the business opportunities offered by the internet, there has been increased academic and professional interest in understanding the browsing behaviour and online purchasing habits of consumers in order to identify more effective organizational strategies. While it is a fact that the scientific community has made advances in the understanding of this phenomenon, there are still many questions to be answered in the area of mass consumption that require further research. In this sense, the general aim of this research is to extend knowledge of online consumer experiences, specifically mass-consumption flow states in digital environments. This will be the first time that an integrated flow model will be presented in this field.

Keywords: Flow; Online consumer behavior; Online mass consumption; Online fast-moving consumer goods (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-92084-9_8

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DOI: 10.1007/978-3-319-92084-9_8

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