The Concept of Flow in Online Consumer Behavior

Irene Esteban-Millat (), Francisco J. Martínez-López (), David Luna () and Inma Rodríguez-Ardura ()
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Irene Esteban-Millat: Open University of Catalonia
Francisco J. Martínez-López: University of Granada; and Open University of Catalonia
David Luna: City University of New York
Inma Rodríguez-Ardura: Open University of Catalonia

A chapter in Handbook of Strategic e-Business Management, 2014, pp 371-402 from Springer

Abstract: Abstract The concept of flow has become increasingly relevant in the field of online navigation and specifically in explaining consumer behaviour in electronic markets. Not only can it be used to characterize the user’s interactive relationship with virtual environments, but it can also have a positive and desirable impact on the individuals’ consumption experiences and also on the performance of the companies’ websites which induce flow state in their customers. The purpose of this conceptual article is to analyse in-depth the concept of flow and elucidate its relevance to the context of online consumer behaviour. It contains a comprehensive and critical analysis of the literature and highlights the potential for businesses to generate flow experiences in their online environments. It also identifies the ambiguities and inconsistencies regarding the conceptualisation and operationalisation of flow in online commercial websites. Finally, we stress the importance of conducting further research in this area, with particular focus on the role of flow within the prevailing social web context.

Keywords: Flow; E-commerce; Internet; Online consumer behavior (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/978-3-642-39747-9_17

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