Does the generation of flow experience affect to consumer behaviour in fashion products

  1. Agustín V. Ruiz Vega 1
  2. Consuelo Riaño Gil 1
  3. Aurora Aguado González 1
  1. 1 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

Proceedings:
XXXI Congreso Internacional de Marketing AEMARK 2019

Publisher: ESIC EDITORIAL

ISBN: 978-84-17914-18-9

Year of publication: 2019

Pages: 190

Congress: XXXI Congreso Internacional de Marketing AEMARK 2019. Cáceres 11-13 de septiembre de 2019

Type: Conference paper

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Abstract

The objective of this research is to analyze the importance of five antecedents inthe generation of flow experience in the context of fashion electronic commerceand their consequences about consumer behavior. Our most outstanding resultsare: (a) Perceived Ease of use, Personalization and Quality of contents are themost relevant antecedents that generates flow state; (b) surprisingly, Productrelatedinformation contents have a negative influence on generating flow; (c)satisfaction with the visited website is the key factor because it creates a positiveintention to return to visited website and also for making positiverecommendations to another internet users.