Introducing Flow Theory to Explain the Interactive Online Shopping Experience in a Travel Context

Keywords

e-commerce, online travel, experiential, utilitarian, flow theory, consumer attitudes

Abstract

Online travel commerce has evolved significantly from the initial sales of less-complex products such as airline tickets, accommodations, and car rentals, to include more complex products like vacation packages and cruises. Many online travel portals, however, have fallen behind in terms of creating a compelling online environment for customers. Online shopping behavior is becoming increasingly complex with the evolution of experiential and utilitarian shopping practices. These two types of practices have a significant effect on the formation of a customer's attitude towards a Web site and eventual purchase intention. The proposed model delineates the customer's preference towards a Web site within experiential and utilitarian purchase contexts when flow variables control, cognitive enjoyment, and focus are involved. This article may help online travel businesses identify unique Web features that satisfy the needs of both the experiential and utilitarian customer. Moreover, this model shows that a successful travel site could entice a utilitarian customer to engage in experiential site features that might result in positive attitude formation and consequent future revisits.

Publication Date

1-29-2011

Original Citation

Nusair, K. and H.G. Parsa (2011). Introducing Flow Theory to Explain Interactive Online Shopping Experience in a Travel Context. International Journal of Hospitality Administration, 12 (1) 1-20.

Number of Pages

1-20

Document Type

Paper

Language

English

Source Title

International Journal of Hospitality and Tourism Administration

Volume

12

Issue

1

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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