¿Cómo se forma el estado de flow entre los internautas compradores de moda? Un estudio comparativo de los sitios web de Zara y H&M

  1. Ruiz Vega, Agustín V. 1
  2. Riano Gil, Consuelo 1
  3. Aguado Gonzalez, Aurora 1
  1. 1 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

Revista:
International Journal of Information Systems and Software Engineering for Big Companies: IJISEBC

ISSN: 2387-0184

Año de publicación: 2019

Volumen: 6

Número: 1

Páginas: 79-95

Tipo: Artículo

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Otras publicaciones en: International Journal of Information Systems and Software Engineering for Big Companies: IJISEBC

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2018/00002/001

Resumen

El estado de flujo o de flow es un estado mental que, en el contexto del comercio electrónico, genera placer al internauta comprador, provoca que se implique y disfrute con la tarea que está realizando, y pierda la noción del tiempo. Todo ello produce al consumidor una elevada gratificación emocional y una satisfacción con la visita y/o compra realizada en el sitio web.El presente artículo tiene como finalidad estudiar la importancia relativa y conjunta de cinco factores que la literatura ha detectado relevantes en el surgimiento de estado de flow: estética del sitio web, facilidad de uso del mismo, personalización de los contenidos, demostrabilidad y calidad de los contenidos. El contexto analizado ha sido la compra de ropa en dos sitios web monomarca: Zara y H&M. Los resultados obtenidos permiten concluir que los factores claves en el surgimiento de estado de flujo son la personalización de los contenidos y la facilidad de uso del sitio web. Sin embargo, las empresas analizadas llegan a alcanzar resultados similares con estrategias comerciales diferenciadas pues H&M obtiene niveles similares de flujo a partir de la estética de la web en lugar de la facilidad de uso de la misma, como es el caso de Zara.

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Fuente de los datos: Dialnet