The effect of flow experience in the adoption of online supermarkets applying the technology acceptance model (TAM)

• Autores: Doris Morales, Alejandro Alegret Cotas, Irene Esteban Millat
• Localización: Questiones publicitarias: revista internacional de comunicación y publicidad, ISSN-e 1988-8732, ISSN 1133-6870, Vol. 6, Nº. 32, 2023, págs. 41-54
• Idioma: inglés
• DOI: 10.5565/rev/qp.387
• Títulos paralelos:
  • El efecto de la experiencia de flujo en la adopción de los supermercados en línea aplicando el modelo de aceptación de tecnología (TAM)
• Enlaces
  • Texto completo  1    2  
• Resumen
  • español

    Este estudio tiene como objetivo mejorar la comprensión del comportamiento del consumidor en el uso de una tecnología disruptiva como los supermercados en línea. Comprender este proceso permite obtener más información sobre el comportamiento del consumidor. Basándose en una muestra de 651 usuarios, se utilizan ecuaciones estructurales para analizar empíricamente la validez del modelo. El efecto del flujo se identifica en términos de facilidad de uso percibida, utilidad percibida y uso actual de supermercados en línea. La importancia de este factor se demuestra como un complemento al TAM que puede estar relacionado positivamente con la publicidad en línea. 

  • English

    This study aims to improve the understanding of the consumer behaviour in the use of a disruptive technology such as online supermarkets. By understanding this process, we can gain further insight into consumer behaviour. Based on a sample of 651 online supermarket users, structural equations are used to empirically analyse the validity of the model. The effect of flow is identified in terms of perceived ease of use, perceived usefulness and current use of online supermarkets. The importance of this factor is demonstrated as a complement to the TAM elements that can be positively related to online advertising.

• Referencias bibliográficas
  • Agarwal, Ritu and Karahanna, Elena (2000). Time flies when you’re having fun: cognitive absorption and beliefs about information technology...
  • Agrebi, Sinda and Jallais, Joël (2015). Explain the intention to use smartphones for mobile shopping. J. Retail. Consum. Serv. 22 (1), 16-23.
  • Ahamed, A.F.M. Jalal; Limbu, Yam; Pham, Long; Nguyen, Ha Van (2020). Understanding vietnamese consumer intention to use online retailer websites:...
  • Ahmad, Norita and Abdulkarim, Hamda (2019). The Impact of Flow Experiences and Personality Type on the Intention to Use Virtual World. International...
  • Ajzen, Icek and Fishbein, Martin (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs (Nueva Jersey): Prentice...
  • Alcántara-Pilar, Juan Miguel; del Barrio-García, Salvador; Crespo-Almendros, Esmeralda (2015). Cross-cultural comparison of the relationships...
  • Anderson, James C. and Gerbing, David W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological...
  • Badenhop, Anna and Frasquet, Marta (2021). Online grocery shopping at multichannel supermarkets: the impact of retailer brand equity. Journal...
  • Bagozzi, Richard P. (1981). Attitudes, intentions and behaviour: a test of some key hypotheses, Journal of Personality and Social Psychology,...
  • Carlson, Jamie and O’Cass, Aron (2011). Creating commercially compelling website-service encounters: an examination of the effect of website-service...
  • Cha, Jiyoung (2011). Exploring the internet as a unique shopping channel to sell both real and virtual items: a comparison of factors affecting...
  • Chan, Felix T.S. and Chong, Alain Yee-Loong (2013). Analysis of the determinants of consumers’ mcommerce usage activities. Online Inform....
  • Chang, Hsin Hsin and Wang, I. Chen (2008). An investigation of user communication behaviour in computer mediated environments, Computers in...
  • Chen, Hsiang (2006). Flow on the net–detecting Web users’ positive affects and their flow states, Computers in Human Behavior, Vol. 22 (2),...
  • Chen, Yi-Mu, Hsu, Tsuen-Ho, Lu, Yu-Jou. (2018). Impact of flow on mobile shopping intention. Journal of Retailing and Consumer Services, Vol....
  • Chou, Ting-Jui and Ting, Chih-Chen (2003). The role of flow experience in cyber-game addiction, Cyberpsychology & Behavior, Vol. 6 (6),...
  • Cronbach, Lee J. (1970). Essentials of psychological testing (3ª ed.). New York: Harper and Row.
  • Csikszentmihalyi, Mihaly (1975). Beyond boredom and anxiety (1ª ed.). San Francisco (California): Jossey-Bass.
  • Csikszentmihalyi, Mihaly (1990). Flow: the psychology of optimal experience. New York: Harper and Row.
  • Davis, Fred D. (1989). Perceived usefulness, perceived ease of use and user acceptance of information technology. MIS Quarterly, 13(3), 319-339.
  • Davis, Fred D.; Bagozzi, Richard P.; Warshaw, Paul R. (1989). User acceptance of computer technology: a comparison of two theoretical models....
  • Disastra, Ganjar Moh, Suryawardani, Bethani and Sastika, Widya (2018), “Website Atmosphere, Perceived Flow and Its Impact on Purchase Intention”,...
  • Djamasbi, Soussan, Strong, Diane M., Dishaw, Mark, (2010). Affect and acceptance: examining the effects of positive mood on the technology...
  • Efron, Bradley (1979). Bootstrap methods: another look at the jackknife. Annals of statistics, 7(1), 1-26.
  • Esteban-Millat, Irene, Martínez-López, Francisco J., Pujol-Jover, Maria; Gázquez-Abad, Juan Carlos; Alegret, Álex (2018). An extension of...
  • Fishbein, Martin and Ajzen, Icek (1975). Belief, Attitude, intention, and behavior: an introduction to theory and research. Nueva York: Reading,...
  • Fornell, Claes and Larcker, David F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal...
  • Gao, Shang, Krogstie, John, Zang, Zhe (2016). The Effect of Flow Experience and Social Norms on the Adoption of Mobile Games in China. International...
  • García-Jurado, Alejandro, Castro-González, Pilar, Torres-Jiménez, Mercedes, (2019). Evaluating the role of gamification and flow in e-consumers:...
  • Grandón, Elizabeth E.; Nasco, Suzanne A.; Mykytn, Peter P. (2010). Comparing theories to explain ecommerce adoption, Journal of Business Research,...
  • Hair, Joseph F.; Anderson, Rolph E.; Tatham, Ronald L.; Black, William C. (2008). Análisis multivariante (5ª ed.). Madrid: Prentice Hall.
  • Hassan, Bassam and Ahmed, Mesbah U. (2007). Effects of interface style on user perceptions and behavioral intention to use computer systems,...
  • Hossain, Md Shamim., Zhou, Xiaoyan. and Rahman, Mst Farjana (2018), “Examining the impact of QR codes on purchase intention and customer satisfaction...
  • Hsu, Chia-Lin; Wu, Cou-Chen; Chen, Mu-Chen (2013). An empirical analysis of the antecedents of e- satisfaction and e-loyalty: focusing on...
  • Hsu, Chia-Lin; Yu, Chih-Ching; Wu, Cou-Chen (2014). Exploring the continuance intention of social networking websites: an empirical research,...
  • Hsu, Chin-Lung and Lu, Hsi-Peng (2004). Why do people play online games? an extended TAM with social influences and flow experience. Information...
  • Hung, Chia-Liang; Chou, Jerome Chih; Ding, Chung-Ming (2012). Enhancing Mobile Satisfaction through Integration of Usability and Flow, Engineering...
  • Jung, Yumi and Chung, Yumi (2015). A study on the Intention to use of Flow experiences the Mobile Sport News: Applying the Technology Acceptance...
  • Khan, Sablu and Khan, Adil (2020). Consumer E-Loyalty for E-Grocery Shopping in a Metro City of India: Role of Flow and TAM Antecedents, International...
  • Kim, Hongki; Suh, Kil-Soo; Lee, Un-Kon (2013). Effects of collaborative online shopping on shopping experience through social and relational...
  • Kim, Myung Ja; Lee, Choong-Ki; Bonn, Mark (2017). Obtaining a better understanding about travel-related purchase intentions among senior users...
  • Kim, Sangjun; Suh, Euiho; Yoo, Keedong (2007). A study of context inference for Web-based information systems, Electronic Commerce Research...
  • Kim, Yoo Jung and Han, Jin Young (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization,...
  • Korzaan, Melinda L. (2003). Going with the Flow: Predicting Online Purchase Intentions, Journal of Computer Information Systems, Vol. 43 (4),...
  • Koufaris, Marios (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research,...
  • Landers, V. Mytes; Beatty, Sharon E.; Wang, Sijum; Mothersbaugh, David L. (2015). The Effect of online versus offline retailer-brand image...
  • Lee, Sang M. and Chen, Liqiang (2010). The impact of flow on online consumer hehavior, Journal of Computer Information Systems, pp. 1-10.
  • Lee, Sungjoo; Lee, Seunghoon; Park, Yongtae (2007). A prediction model for success of services in e- commerce using decision tree: e-customer’s...
  • Lepper, Mark R. and Malone, Thomas W. (1987). Intrinsic motivation and instructional effectiveness in computer based education. In R.E. Snow;...
  • Li, Zhihong and Bai, Xue (2011). An empirical study of the influencing factors of user adoption on mobile securities services. J. Softw. 6...
  • Liu, Su-Houn; Liao, Hsiu-Li; Pratt, Jean A. (2009). “Impact of media richness and flow on e-learning technology acceptance”, Computers &...
  • Liu, Yanni, Liu, Dongsheng, Yuan, Yufei, Archer, Norm (2018). Examining situational continuous mobile game play behaviour from the perspective...
  • Mathwick, Charla and Rigdon, Edward (2004). Play, flow, and the online search experience, Journal of Consumer Research, Vol. 31 (2), pp. 324-332.
  • Moon, Ji-Won and Kim, Young-Gul (2001). Extending the TAM for a World-Wide-Web context. Information & Management, 38 (4), 217-230.
  • Nah, Fiona Fui-Hoon; Eschenbrenner, Brenda; DeWester, David (2011). Enhancing brand equity through flow and telepresence: a comparison of...
  • Netemeyer, Richard G.; Bearden, William O.; Sharma, Subhash (2003). Scaling procedures. Issues and applications. Thousand Oaks (California):...
  • Novak, Thomas P.; Hoffman, Donna L.; Yung, Y.F. (2000). Measuring the customer experience in online environments: a structural modeling approach,...
  • Nunnally, Jum C. (1987). Teoría Psicométrica. Mexico D.F.: Editorial Trillas.
  • Nurosis, Marija J. (1993). SPSS. Statistical data analysis. Chicago (Illinois): SPSS Inc.
  • Pappachen, George and Manatt, Kara (2008). The Mobile Brand Experience: Measuring Advertising Effectiveness on the Mobile Web, ESOMAR, Worldwide...
  • Sánchez-Franco, Manuel Jesús (2005). User behaviour on the web: un análisis del estado de flujo. Spanish journal of marketing research, 9(1),...
  • Sánchez-Franco, Manuel Jesús; Roldán, José L. (2005). Web acceptance and usage model. A comparison between goal-directed and experiential...
  • Sánchez-Franco, Manuel Jesús; Rondán, José L.; Villarejo, Ángel F. (2007). Un modelo empírico de adaptación y uso de la Web. Utilidad, facilidad...
  • Sharif, Saeed Pahlevan and Nagavhi, Navaz (2020). Online Financial Trading among Young Adults: Integrating the Theory of Planned Behavior,...
  • Steenkamp, Jan-Benedict E.M. and Van Trijp, Hans C.M. (1991). The use of LISREL in validating marketing constructs. International Journal...
  • Triandis, Harry C. (1971) Actitudes y cambio de actitudes. Barcelona: Toray.
  • Van der Heijden, Hans (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4), 695-704.
  • Woo, Lim Jung and Mo, Jeon Hyeon (2016). A Study of Factors That Affect the Intention to Use Mobile Delivery App – Focussed on Technology...
  • Zhou, Tao (2013). Understanding the effect of flow on user adoption of mobile games. Pers. Ubiquit. Comput. 17 (4), 741-748.