Purpose

Due to the increased growth of Internet users, the examination of compelling online shopping behavior has emerged as a vital topic in developing positive consumer behaviors. However, there is a dearth of studies into how consumers of sport merchandise in the online setting spend their time and what types of factors contribute toward their positive shopping experience. To fill this gap, the purpose of this current study is to investigate the impact and complexity of sport commerce websites by providing the precondition of flow (e.g. convenience, content, aesthetics, interactivity and customization), as well as the consequences of flow (e.g. website satisfaction and shopping well-being).

Design/methodology/approach

This study examines relationships among perceived website quality, flow, web satisfaction, and shopping well-being by using structural equation modeling. This current study is based on online sport fans who have recent online shopping experiences of licensed sport products (n = 331).

Findings

Results of this present study show that flow plays a mediating role between perceived website quality and web satisfaction, which in turn is positively associated with consumers' shopping well-being.

Originality/value

This current study supports a mediating role of flow state in sport consumer perceptions of website quality and satisfaction; it expands existing knowledge through determining the factors that facilitate flow state and website satisfaction in online shopping. This empirical finding offers important implications regarding the function of flow as an essential factor via the optimization of website services and sport consumers' attitudes.

中文翻译：

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网络购物中的体育消费流与购物幸福感

目的

由于互联网用户的增长，对令人信服的网上购物行为的检查已成为培养积极消费者行为的重要课题。然而，缺乏关于在线环境中体育商品消费者如何花费时间以及哪些类型的因素有助于他们获得积极的购物体验的研究。为了填补这一空白，本研究的目的是通过提供流量的先决条件（例如便利性、内容、美学、交互性和定制）以及流量的后果（例如网站满意度和购物幸福感）。

设计/方法/方法

本研究使用结构方程模型检查感知网站质量、流量、网络满意度和购物幸福感之间的关系。目前的研究基于最近在线购买许可体育产品的在线体育迷 ( n  = 331)。

发现

本研究的结果表明，流量在感知网站质量和网络满意度之间起着中介作用，而后者又与消费者的购物幸福感呈正相关。

原创性/价值

目前的研究支持流动状态在体育消费者对网站质量和满意度的看法中的中介作用；它通过确定促进在线购物中的流量状态和网站满意度的因素来扩展现有知识。这一实证发现通过优化网站服务和体育消费者的态度，对流量的功能作为一个重要因素提供了重要的启示。