Many previous studies have identified that flow is a constructive construct for explaining consumer behaviors in the context of computer-mediated environments. Success in websites is dependent on their ability to create opportunities for consumers to experience flow. However, relatively little research has been conducted to understand how that flow forms (i. e., antecedents of flow) and impacts subsequently (i. e., consequences of flow). Thus, this research contributes in integrating the technology acceptance model (TAM), flow theory, and regulatory fit theory to investigate the unique role of flow for understanding the antecedents and consequences of flow. The results showed that perceived ease of use, perceived usefulness and regulatory fit exhibited significant positive effects on flow, and additionally the results indicated that regulatory fit has the strongest effect on flow. The results also confirmed that flow, perceived ease of use and perceived usefulness significantly affect e-satisfaction, which in turn affects e-loyalty, and additionally the results indicated that flow is the strongest determinant of e-loyalty. Important implications of these findings are discussed and directions for future research are also provided.
- Regulatory fit
- Technology acceptance model