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Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China

Citation

Gao, Lingling and Bai, X, Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China, Journal of Retailing and Consumer Services, 21, (4) pp. 653-665. ISSN 0969-6989 (2014) [Refereed Article]

Copyright Statement

Copyright 2014 Elsevier Ltd.

DOI: doi:10.1016/j.jretconser.2014.01.001

Abstract

Although the study of flow has recently received a lot attention, little is published about what factors controllable by firms influence its formation. Furthermore, there is a lack of knowledge between the relationship of website atmospheric cues and flow experience. Using a stimulus-organism-response framework (S-O-R framework) as the theoretical basis, this study examines the impact of consumer perceptions of website atmospheric cues (informativeness, effectiveness and entertainment) on the development of flow and its subsequent impact on purchase intention and satisfaction. A self-administered online survey was used for data collection through an internet market research firm which randomly selected individuals from its online panel. Our results support the validity of the S-O-R framework in the context of online tourism and indicate that flow fully mediates the three site atmospheric cues with regards to purchase intention and satisfaction with the travel website. This study enhances our understanding on the determinants of online purchase intention and satisfaction as well as on how a proper web atmospheric design alters consumer shopping experience which entices favourable purchase intention and generates satisfaction. © 2014 Elsevier Ltd.

Item Details

Item Type:Refereed Article
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer-Oriented Product or Service Development
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:Gao, Lingling (Dr Lingling Gao)
Author:Bai, X (Mr Marcus Bai)
ID Code:98012
Year Published:2014
Deposited By:Tasmanian School of Business and Economics
Deposited On:2015-01-28
Last Modified:2015-04-27
Downloads:0

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