International Trade Department, Istanbul Commerce University, Istanbul, Turkey.
Maritime Transportation Management Engineering, Istanbul University-Cerrahpaşa, Istanbul, Turkey.
PLoS One. 2021 Jul 15;16(7):e0254685. doi: 10.1371/journal.pone.0254685. eCollection 2021.
The Internet revolution has radically changed the means of conducting business all over the world in the past few decades. The digital medium enables consumers worldwide to shop online through B2C e-commerce websites in a convenient manner. Online websites compete to provide a compelling and seamless brand experience to retain their customers. In order to achieve this, fostering a state of flow may help the brands increase customer experience, customer satisfaction and loyalty. In this study, the aforementioned phenomenon is tested against Turkish university students.
The study was conducted against 538 valid respondents. The results of the survey were interpreted with the structural equation modeling method. Quantitative data were obtained using a five-point Likert scale. Initially, confirmatory factor analyses and reliability analysis were performed, respectively in order to determine the validity and reliability of the scale.
As a result of the analyses, it has been empirically proven that an online flow state, which is a momentary phenomenon, helps online e-commerce websites build customer satisfaction and customer loyalty indirectly through customer experience. These results are partly parallel with those in the extant literature.
This study is significant in the literature in that, as opposed to the extant literature, online flow state is found to influence customer satisfaction and customer loyalty rather indirectly via moderating effect of customer experience. Additionally, it is the first to incorporate customer satisfaction along with customer loyalty as a new construct affected by online flow state and customer experience. The results also have important managerial implications.
在过去的几十年里，互联网革命彻底改变了全球开展业务的方式。数字媒体使全球消费者能够通过 B2C 电子商务网站便捷地在线购物。在线网站竞相提供引人入胜且无缝的品牌体验，以留住客户。为了实现这一目标，营造流畅状态可能有助于品牌提高客户体验、客户满意度和忠诚度。在这项研究中，针对土耳其大学生检验了上述现象。
该研究针对 538 名有效受访者进行。使用结构方程建模方法解释了调查结果。使用五点李克特量表获得了定量数据。最初，分别进行了验证性因素分析和可靠性分析，以确定量表的有效性和可靠性。
通过分析，经验证明，作为一种瞬间现象的在线流畅状态，通过客户体验间接帮助在线电子商务网站建立客户满意度和忠诚度。这些结果与现有文献中的部分结果相平行。
与现有文献不同，本研究的重要意义在于，在线流畅状态通过客户体验的调节作用，而非直接影响客户满意度和忠诚度，这在文献中是首次发现。此外，它首次将客户满意度和忠诚度作为一个新的构念纳入受在线流畅状态和客户体验影响的范畴。研究结果还具有重要的管理意义。
