Online flow and e-satisfaction in high involvement purchasing processes

Authors

  • Harrison Bachion Ceribeli Universidade Federal de Ouro Preto
  • Helenita Rodrigues da Silva Tamashiro Universidade de São Paulo
  • Edgard Monforte Merlo Universidade de São Paulo

Keywords:

E-commerce, E-satisfaction, Online Flow, Consumer Involvement, Online Shopping Experience.

Abstract

This research aims to verify the relation between the attributes of online shopping experiences, the state of online flow, and e-satisfaction in high-involvement purchases. To reach that goal, we conducted a survey with 720 e-consumers. We adopted quotas sampling, using age distribution as criteria. To analyze the data, we used Structural Equation Modeling. From the statistical analysis, we found that there are some attributes of online shopping experiences that directly influence e-satisfaction (convenience associated with the website, exchange and return policies, and quality of delivery service), while others influence the state of flow online (perceived innovation on the website, price and aesthetics of the website), which, in turn, influences e-satisfaction. Additionally, we identified two attributes that influence both flow online and e-satisfaction: reliability attributed to the website and variety of products available for sale on the website.

Keywords: e-commerce, e-satisfaction, online flow, consumer involvement, online shopping experience.

Author Biographies

Harrison Bachion Ceribeli, Universidade Federal de Ouro Preto

Doutor em Administração pela Universidade de São Paulo (FEARP-USP)

Professor Adjunto da Universidade Federal de Ouro Preto (UFOP)

Vice-Diretor do Instituto de Ciências Sociais Aplicadas (ICSA-UFOP)

Helenita Rodrigues da Silva Tamashiro, Universidade de São Paulo

Doutora em Administração pela Universidade de São Paulo (FEA-USP)

PhD em Administração pela Universidade de São Paulo (FEARP-USP)

Professora da Universidade de São Paulo (FEARP-USP)

Edgard Monforte Merlo, Universidade de São Paulo

Doutor em Administração pela Universidade de São Paulo (FEA-USP)

Livre-docência pela Universidade de São Paulo (FEA-USP)

Professor Titular da Universidade de São Paulo (FEARP-USP)

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Published

2017-01-04

Issue

Vol. 14 No. 1 (2017): Jan/Mar

Section

Articles

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