Experiences in consumer flow in online supermarkets

摘要: This study aims to characterize the role of flow in online purchasing processes for mass consumption products supermarkets. The uses qualitative and quantitative techniques. research involved five in-depth interviews with experts an survey. theoretical model was tested validated using structural equation modelling. results show that concentration personalization are main direct antecedents this area activity. Other factors, such as perceived risk assortment, tend inhibit state. Furthermore, two positive consequences demonstrated: purchase intention e-loyalty. throws light on digital consumer behaviour a shopping environment and, therefore, most suitable design e-commerce websites