A Study Of The Impact Of Flow Experience On Online Impulse Buying Based On Perceived Risk

Online marketers providing consumers with online shopping services try to create a convenient and safe shopping environment,to help the consumers achieve their shopping goals,so as to achieve the purpose of the marketers themselves.When shopping online,consumers are both Internet users and network services experiencers.As the highest form of experience,flow experience was introduced into experiential research and consumer behavior analysis.Studies have demonstrated that flow experience can be used to explain consumer behavior in the context of online environment.However,the issue of how flow experience affect specific online consumer behavior has not been adequately investigated.Based on Chinese online shopping environment and consumer characteristics,consumers with online shopping experience are chosen in this paper as the research object.We aim to investigate the relationship between flow experience and impulsive buying,and the moderating effect of consumer perceived risk.A questionnaire-based empirical study is used for hypothesis testing.First,results confirmed that the three dimensions of flow experience(perceived control,concentration and shopping enjoyment)is positively related to impulsive buying,that is to say,consumers in flow experience are more likely to have impulse buying.Second,perceived risk will negatively moderate the relationship between perceived control and concentration of flow experience and impulsive buying,but there is no moderate effect between the shopping dimension of flow experience and impulsive buying,that is to say,if perceived risk is strong,consumers with perceived control and concentration are not likely to have the impulse buying.According to the empirical results,conclusions are analyzed and discussed,and future research suggestions are provided.