| Abstract |
To achieve sustainable development of e-commerce and promote customers' online shopping conduct, companies develop online shopping platforms to enhance customers' online shopping behavior. The growing significance of technology in advertising has sparked intense interest in the worlds of education and business to create enjoyable experiences for online clients. Analyzing flow-related states is crucial for generating these experiences. Based on a combined theoretical framework comprising the antecedents of flow, the expectation confirmation model, and the technology acceptance model, this research examines how flow experiences influence the willingness to participate in online purchasing through online shopping platforms, with a focus on Chinese internet users of online shopping platforms. Three hundred internet clients were selected using the convenience sampling technique, and a survey methodology was employed to collect information from internet consumers. Findings from this study suggest that flow had a significant effect on continuous intention, perceived usefulness, and satisfaction. Furthermore, concerning flow's antecedents, flow was significantly influenced by feedback, perceived enjoyment, and perceived vividness. Moreover, perceived usefulness and perceived ease of use were found to have substantial relationships with satisfaction and continuous intention. This research provides significant implications for research scholars and practitioners. This research explores how online shopping platforms can improve the online shopping experience for Chinese internet users. The study focuses on the concept of "flow," which refers to a state of complete immersion and enjoyment during an activity. The study involved 300 Chinese internet users, and data was collected through a survey. The findings indicate that the flow experience significantly affects users' intentions to continue shopping online, their perception of usefulness, and their overall satisfaction. In terms of what influences the flow of experience, feedback, enjoyment, and vividness were identified as significant factors. These insights are valuable for both researchers and practitioners in the field of e-commerce, shedding light on the factors that contribute to a positive online shopping experience and suggesting ways to enhance user satisfaction and engagement in the rapidly growing Chinese online market. |
