Research On The Influencing Factors Of Consumer Flow Experience In Online Store

With the development of the times, the online shopping as a new business model has been paid more and more attention by the companies and consumers. But with the vigorous development of e-commerce and promotion of Internet users’ consumption view, online shopping is no longer a simple buy behavior based on Internet but also a way of leisure and pressure release for consumer.Flow theory is one of the most importance aspects of consumer experience theory but also one of the most common-used concepts. And the technology acceptance model has been widely used in the mobile Internet field as "one of the most effective model to explain and predict the acceptance or use behaviors of the user information system". So this research will apply flow theory and technology acceptance model into online consumer purchasing behavior research and analyze the relationship between them.Predecessors’ research about flow theory has mainly focused on basic factors of flow theory and ignored the pursuit of social sense. So based on the flow theory and technology acceptance model, this study has introduced relevant website social characteristics and formed the research perspective based on the relevant factors of web content, performance and social characteristics, and researches deeply into the action mechanism of flow experience under the network environment to consumers’ purchase willingness. A conceptual model is proposed to achieve some meaningful conclusions through the data collection by a questionnaire survey and test with SPSS.This research has demonstrated that the social factors, traditional content and performance factors about the web site will significantly influence the emergence and effectiveness of the flow which stimulates online consumers to produce purchase intention. Adding the social features to the website helps online consumers from better instant perception impression thought. This conclusion will provide a new management perspective for electronic business operators and emphasize that humanized and socialized service can be important marketing methods to attract and retain the consumers. Finally, it will stimulate and strengthen online consumers’flow experience and purchase intention.