Assessing the Influence of Flow on Online Shopping Intentions: Direct Effects and Attitudinal Mediation

Abstract

This study explores the rapidly growing trend of online retail, focusing on how Flow directly influences online shopping intentions, with attitude towards online shopping as a mediating factor. Flow is the psychological state where individuals become totally immersed in an activity, an important element in enhancing the online shopping experience. The COVID-19 pandemic has caused an unprecedented shift in lifestyle, significantly altering consumer attitudes. As we become more comfortable navigating the internet, e-commerce stores face harder challenges to drive purchase intent. Data for this cross-sectional study was collected from 583 respondents through a combination of self-administered online surveys and physical questionnaires, using convenience sampling. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to test the research model. Results indicate that both Flow and attitude significantly impact purchase intention, with attitude playing a key mediating role. This study hoped to provide insights to help marketers and online retailers to better understand the evolving influencing factors of consumer online purchase intent behaviour and to develop informed strategies to convert consumers browsing into purchasing.