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Optimal experience in online shopping: the influence of flow

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Show simple item record Sharkey, Ultan Acton, Thomas Conboy, Kieran 2012-10-15T14:35:12Z 2012-10-15T14:35:12Z 2012
dc.description peer-reviewed en_US
dc.description.abstract This research investigates the influences of product presentation modes, decision behaviour and the consumer experience on Internet shopping. The growth of online shopping brings with it cognitive challenges for consumers attempting to assess large numbers of options in purchase decisions. Further, there is little guidance for vendors in terms of presenting large numbers of product. In this study, online shopping is viewed as an information processing, decision task. This approach is ameliorated with our study of the experiential aspects of shopping online. Flow, the theory of optimal experience, is introduced as a lens to study experiential aspects in online shopping scenarios. This study provides guidelines to vendors seeking to support decision making, and to optimise consumer experience in online shops. The evidence presented indicates that optimising the consumer experience during their shopping trip may be of greater importance for vendors than supporting better decision behaviour. The findings relating to online shopper flow experience are more substantial than those relating to decision behaviour, though both hold significance. In our study, consumer experiences online influenced behavioural intent to a large degree. As such, influencing flow experiences online is a fruitful avenue for research and has important implications for online vendors. en_US
dc.language.iso eng en_US
dc.relation.ispartofseries European Conference of Information Systems (ECIS);
dc.subject decision behaviour en_US
dc.subject product presentation modes en_US
dc.subject flow theory en_US
dc.subject online shopping en_US
dc.title Optimal experience in online shopping: the influence of flow en_US
dc.type info:eu-repo/semantics/conferenceObject en_US
dc.type.supercollection all_ul_research en_US
dc.type.supercollection ul_published_reviewed en_US
dc.contributor.sponsor ISSP en_US
dc.contributor.sponsor HEA en_US
dc.contributor.sponsor ERDF en_US
dc.rights.accessrights info:eu-repo/semantics/openAccess en_US

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