Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Effects of Challenges and Skills on Flow-focused on a 2D Shopping Mall and a 3D Shopping Mall

도전감과 능력이 플로우에 미치는 영향 -20 쇼핑몰과 30 쇼핑몰을 중심으로-

  • Yang, Hee-Soon (Dept. of Clothing & Textiles, Seoul National University) ;
  • Lee, Yu-Ri (Dept. of Clothing & Textiles, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 양희순 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/생활과학연구소)
  • Published : 2008.04.30
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Abstract

Flow has attracted more interests in consumer behaviors, with pleasure and fantasy getting more important in shopping. "Flow" means the experience with which consumers feel as pleased and satisfied as in playing pleasantly, and the optimal experience they feel when they are indulged in an activity. The purpose of this study is to investigate the relationships among challenges, skills, flow experience, and future behavioral intention in online shopping malls. In addition, a 3D shopping mall and a 2D shopping mall were selected as the stimuli in order to examine the differences in flow experience in accordance with web site types. A survey questionnaire was developed and 700 data(2D group: n=380, 3D group: n=320) were used for analysis. Data were analyzed through structural equation model to explore effects of challenges and skills on flow. The results of this study are summarized as follows. First, the perception of higher challenges and skills led to positive flow experience and higher time distortion. Second, the higher the level of time distortion was, the higher the flow experience was. This means that a shopping mall will increase flow experience, if it is interesting enough to be unaware of time passing. Third, flow experience had a positive influence on future behavioral intention. Finally, in all variables except skills, the impact of 3D shopping mall is greater than that of 2D shopping mall, which means that web site types affect flow experience.

Keywords

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