Lost in the flow: Understanding the cognitive and affective drivers of online impulse buying
Xuất bản: tháng 7 26, 2026
Tóm tắt
This study examines the relationship between flow experience, user experience (both affective and cognitive), and online impulse buying behavior. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) on data collected from 560 online consumers, the results reveal that flow experience significantly enhances both affective and cognitive user experiences. In turn, these experiences positively influence online impulse buying behavior, with cognitive experience exerting the strongest impact. The findings contribute to the theoretical development of flow theory in the context of digital shopping and offer practical insights for enhancing user engagement and optimizing interface design to stimulate impulsive purchasing behavior.
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