Internet Users To Experience The Structural Model

Based on experimental marketing theory and Flow theory, we developed the research model and built the hypotheses. We focused on two questions about how the functional attributes and social attributes influenced the users' Flow experiment and how Flow led to participant decision and positive word of mouth through hedonic and satisfaction emotion.Experimental method and survey method were used to test our hypotheses. Two paired control experiments were conducted by 221 online game players in order to test the influences of functional attributes and social attributes on Flow and participant behavior decision. Based on the results of experiments, we built our hypotheis and research model, then survey was conducted to test the model by 352 valid samples. Through reliability and validation analysis, we modified our research model and built our hypothesis. The statistics was made by SPSS15.0 software and based on SEM method.Two conclusions based on experiments: the functional attributes and social attributes influenced the Flow significantly, while some differences were found in our research between the influences on consumer behavior decisions between this two attributes, that is, functional attributes influenced the positive word of mouth significantly, while social attributes influenced the participant retention significantly.Our hypothese were confirmed by experimental test: functional attributes and social attributes influenced on Flow positively, thus influenced the hedonic and satisfactional emotion positively, then influenced the positive word of mouth and participant retention positively.Finally, we suggested that when website marketers built the product design decisions, they should focused on not only the improvement of functional attributes, but also social attributes, since it influenced the decision of participant retention, which were most important factors to websites.