Facilitate Flow in the Internet Shopping

Yi (Maggie) Guo

Arun Sen, Ph. D.

April 5th, 2003

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Agenda Objectives Introduction of Shopping

Experience Literature Review Online Shopping Experience Pilot Study and Result Future Studies

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Objective Open the black

box of online consumer experience

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Shopping Experience

Shopping Experience (SE) is the episodes of interaction between a shopper and retail establishments.

Online Shopping Experience (OSE) is the episodes of interaction between a shopper and commercial web sites.

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Shopping Experience

Retailing establishment characteristics

Shopping experience (Flow)

Outcomes

Product/task characteristics

Shoppers’ individual characteristics

Other situated factors

Figure 1. A general model of shopping experience

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Shopping Experience Components

Behavioral activities Cognitive activities Affective activities In-progress responses Flow Descriptive attributes

Duration, Breadth, Depth, Intensity

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Related Theories Consumer Problem Solving Model

Cognitive Activities Technology Acceptance Model

Perceived Usefulness, Perceived Ease of Use, Behavioral Intention, Actual Adoption

External variables In-progress responses

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Related Theories Retail Atmospherics

Stimulus – Organism – Responses Emotions: Pleasure – Arousal –

Dominance Responses: approach vs. avoidance

Flow Theory Preconditions: clear goal, feedback,

balance of challenge and skill Effects: concentration, control, time

distortion, loss of self, involvement Result: autotelic experience

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Online Shopping Experience

Behavioral activities

Navigating, orientating, browsing, viewing product, consulting, purchasing, managing account

Cognitive activities Product information comprehension, product information evaluation,Product comparison, purchase decision making, environmental cue perception, environmental cue evaluation

Affective activities Negative/positive emotion attribution

In-progress responses

Perceived usefulness, perceived ease of use, behavioral intention

Flow Interactivity, time distortion, telepresence, concentration, enjoyment

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Research Design

Model Developmen

t

Literature

Review

Exploratory study 2

Controlled experiment

ANALYS I S

Exploratory Study 1

Experiment preparation

Figure 2 Research design

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Exploratory Study 1 Subjects

7 undergraduate and graduate students Task

Shopping list: birthday gift, a bookcase, sportswear

Constraint: budget of $150 Web site: target.com

Procedure Demo & training session Post-study questionnaire

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Data Collection Methods

Concurrent verbalization: “think aloud” Client-side logging: Mouse movement Back up

Data sets Video files for each subject Video cassettes

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Data Analysis Protocol analysis

Transcribing: verbalization and mouse movement

Segmenting and coding Coding schema

5 categories: 23 preset rules “I don’t like the site.” – AA-EAN “this bookcase would look nice in my room.”

– CA-PIE

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Preliminary ResultsSubject 1 2 3 4 5 6 7 Total

Behavioral activities

46 41 70 63 49 56 49 373

Cognitive activities

56 87 117 96 129 90 60 635

Affective activities

2 11 5 4 4 4 0 30

In-progress responses

11 30 29 10 17 12 8 117

Flow 4 7 8 8 1 9 3 40

sum 119

176 229 181 200

170 120

1195

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Conclusion Online shopping experience

Consists of actions and responses describes the dynamic, situated

experience

Limitations Small sample size Verbalization More engaging task

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Next ? Modeling online consumer

behavior

Figure 3 Research Model

Online Shopping Experience (OSE)

Goal fulfillment

Return Intentions

Site design factor

Task factor Web site

attitude

Flow

Other factors

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Exploratory Study 2 Objectives

Repeat exploratory study 1 Try out measurements, procedures, etc. Discovery design factors and task factors

Procedures Pre-study questionnaire Group I: concurrent verbalization Group II: experience sampling method Post-study questionnaire Task: a shopping task Incentives: extra credit, cash lottery

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Controlled Experiment Independent variables

Design factors Task factors

Mediating variables OSE & Flow

Dependent variables Goal fulfillment Return intention Web site attitude

Control variables

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