Addiction in cyberspace: flow experience on e-shopping
by Han-Jen Niu; Chun-Tao Chang
International Journal of Web Based Communities (IJWBC), Vol. 10, No. 1, 2014

Abstract: The study wants to realise that flow experience as a moderator on online buying behaviour. The object of this research is who is used to internet shopping in Taiwan and the age is between 16 and 30. The result indicates that internet addiction has positive effect on consumer purchase behaviour. And flow experience has positive moderating effect among the relationship between internet addiction and consumer purchase behaviour. Moreover, the level of flow experience has more effect on unplanned buying than planned buying. Thus, supplier can use flow theory and internet to strengthen internet users' flow experience. We should take the phenomenon of internet addiction seriously in Taiwan. Avoiding people who involve internet addiction cost too much. We can take female internet users as potential consumer to be market segmentation and increasing the willingness to pay.

Online publication date: Sat, 17-May-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Web Based Communities (IJWBC):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com