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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/99122

    Title: Addiction in Cyberspace: Flow Experience on e-shopping
    Authors: Niu, Han-Jen;Chang, Chun-Tao
    Contributors: 淡江大學管理科學學系;淡江大學統計學系
    Keywords: flow experience;consumer behaviour;purchase behaviour;internet addiction;internet shopping;e-shopping;online shopping;electronic shopping;online buying behaviour;Taiwan;market segmentation;willingness to pay
    Date: 2014-01-01
    Issue Date: 2014-10-15 14:27:31 (UTC+8)
    Publisher: Olney: Inderscience Publishers
    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.
    Relation: International Journal of Web Based Communities 10(1), pp.52-68
    DOI: 10.1504/IJWBC.2014.058386
    Appears in Collections:[管理科學學系暨研究所] 期刊論文
    [統計學系暨研究所] 期刊論文

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