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Understanding consumer shopping behaviour: a comparison of three theories of emotions in predicting online flow
by Songpol Kulviwat; Yong Zhang; Jinyan Fan; Lu Zheng
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 7, No. 1, 2016
Abstract: This study seeks to examine the emotional antecedents that predict flow in consumers when engaged in online shopping by empirically comparing the three well-known emotion theories to determine their effectiveness in predicting online flow. Using an experimental survey, the study shows that Plutchik and the Izard theories had more predictive power of flow than the PAD theory. Specifically, positive affect (particularly pleasure, joy, arousal, interest and excitement), rather than negative affect, plays an important role in predicting online flow. The study represents one of the first studies to theoretically and empirically examine and compare the three widely used emotion theories in predicting online flow. Theoretical contributions and managerial implications are discussed.
Online publication date: Mon, 14-Mar-2016
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