دانلود رایگان مقاله انگلیسی بررسی مفهوم چسبندگی مراکز خرید آنلاین B2C: چشم اندازی از کیفیت اطلاعات - امرالد 2018

Abstract

Purpose – The purpose of this paper is to explore the roles of flow experience and e-trust in online consumers’ stickiness intentions from a perspective of information quality and discuss how to retain these consumers. Design/methodology/approach – The authors proposed a research model by integrating three dimensions of information quality, flow experience and e-trust. These factors were analyzed respectively to explore the direct and indirect effects on consumers’ stickiness intention. Online questionnaires were adopted to collect data, and 259 valid samples were analyzed by structural equation modeling approach. Findings – The findings show that information quality provided by B2C online shopping malls can indirectly affect consumers’ stickiness intention through the mediation effects of flow experience and e-trust. Besides, flow experience can also significantly affect e-trust and then indirectly influence stickiness intention. Research limitations/implications – The findings suggest that information quality can trigger the effects of flow experience and e-trust to keep stickiness of online consumers. Besides, in the context of online shopping, flow experience would promote consumers’ trust toward e-retailers. Some other theoretical and practical implications are also provided. Originality/value – This study indicates the effects of flow experience and e-trust on stickiness intention from an information quality perspective. Meanwhile, the authors also intends to discuss the relationship between consumers’ flow experience and e-trust in the context of B2C online shopping.

5 Discussion

5.1 Theoretical implications

First, this research contributes to the B2C e-commerce literature and reveals the roles of flow experience and e-trust in consumers’ stickiness intention from a new perspective. In our research model, flow experience and e-trust can be directly or indirectly impacted by information quality which contains content quality, representation quality, and interactivity quality, and then influence consumers’ stickiness intention. Besides, as shown in Figure 2 and Table 5, the total indirect effects of the three dimensions of information quality on stickiness intention are all significant. It means flow experience and e-trust can work as mediators and be triggered information quality. Although, some prior researchers have indicted the important roles of flow and trust in online shopping, this paper extends them by exploring this topic from a perspective of multidimensional information quality. Therefore, it offers a new understanding of how consumers’ stickiness intention can be promoted.

Second, this research indicates the relationship between flow experience and e-trust in the context of B2C online shopping. To the best of our knowledge, until now, there is no consistent result of the relationship between flow and trust. For example, Zhou (2011) argued that trust can positively affect flow experience when he explored mobile banking user adoption, while Bilgihan et al. (2015) pointed out the flow experience on a hotel booking website has a positive effect on trust when they examined consumers’ booking experiences. Therefore, it can be conclude that there can be a positive effect in both ways. In this study, we mainly discussed the positive effect of flow experience on e-trust. This is because in online markets, consumers’ cognitive attitudes toward websites can be influenced by their flow experiences (Bilgihan et al., 2015). When shopping online, consumers and retailers have no chance to conduct face-to-face contacts and touch physical products, and thus traditional ways to build trust would not be effective. At this moment, consumers’ sense of flow can be one of the new approaches to promote e-trust.