Title: The state of flow in social commerce: the importance of flow consciousness

Authors: Carolina Herrando; Julio Jiménez-Martínez; María José Martín-De Hoyos

Addresses: Faculty of Economics and Business Studies, University of Zaragoza, Gran Vía 2, 50005 Zaragoza, Spain ' Faculty of Economics and Business Studies, University of Zaragoza, Gran Vía 2, 50005 Zaragoza, Spain ' Faculty of Economics and Business Studies, University of Zaragoza, Gran Vía 2, 50005 Zaragoza, Spain

Abstract: Flow has been widely studied in different disciplines and contexts; but there is a lack of consensus about its dimensionality, measurement and structure. This research theorises that flow is a second-order multidimensional factor composed of three dimensions: concentration, enjoyment and temporal distortion. This investigation studies whether users who have reached the state of flow in social commerce have really been aware of it, studying user's flow consciousness. The empirical results confirm the three-dimensionality of the concept, through the rival models technique, corroborate the second-order reflective structure and show that the more intense the experience of flow when surfing, the more conscious the users are of having reached the state of flow. This study contributes to setting up the basis for measuring flow, defining its structure and enabling future investigations to focus on how flow consciousness influences the commercial success of a social commerce platform.

Keywords: flow theory; social commerce; flow consciousness; second-order factor model; unidimensional versus multidimensional.

DOI: 10.1504/IJEMR.2018.094987

International Journal of Electronic Marketing and Retailing, 2018 Vol.9 No.4, pp.320 - 343

Received: 12 Apr 2017
Accepted: 02 Jun 2017

Published online: 05 Apr 2018 *

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