Sport consumer flow and shopping well-being in online shopping
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 23 December 2020
Issue publication date: 12 October 2021
Abstract
Purpose
Due to the increased growth of Internet users, the examination of compelling online shopping behavior has emerged as a vital topic in developing positive consumer behaviors. However, there is a dearth of studies into how consumers of sport merchandise in the online setting spend their time and what types of factors contribute toward their positive shopping experience. To fill this gap, the purpose of this current study is to investigate the impact and complexity of sport commerce websites by providing the precondition of flow (e.g. convenience, content, aesthetics, interactivity and customization), as well as the consequences of flow (e.g. website satisfaction and shopping well-being).
Design/methodology/approach
This study examines relationships among perceived website quality, flow, web satisfaction, and shopping well-being by using structural equation modeling. This current study is based on online sport fans who have recent online shopping experiences of licensed sport products (n = 331).
Findings
Results of this present study show that flow plays a mediating role between perceived website quality and web satisfaction, which in turn is positively associated with consumers' shopping well-being.
Originality/value
This current study supports a mediating role of flow state in sport consumer perceptions of website quality and satisfaction; it expands existing knowledge through determining the factors that facilitate flow state and website satisfaction in online shopping. This empirical finding offers important implications regarding the function of flow as an essential factor via the optimization of website services and sport consumers' attitudes.
Keywords
Acknowledgements
The authors would like to extend our sincere gratitude to Richard Pennington of Hansung Intellectual Property and Dr. Gary Heise, Director of the School of Sport and Exercise Science at the University of Northern Colorado for their assistance in funding this project.
Citation
Paek, B., Morse, A., Kim, M. and Jung, H. (2021), "Sport consumer flow and shopping well-being in online shopping", International Journal of Sports Marketing and Sponsorship, Vol. 22 No. 4, pp. 721-736. https://doi.org/10.1108/IJSMS-06-2020-0116
Publisher
:Emerald Publishing Limited
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