Creating commercially compelling website-service encounters: an examination of the effect of website-service interface p
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GENERAL RESEARCH
Creating commercially compelling website-service encounters: an examination of the effect of website-service interface performance components on flow experiences Jamie Carlson & Aron O’Cass
Received: 28 July 2010 / Accepted: 25 October 2011 / Published online: 15 November 2011 # Institute of Information Management, University of St. Gallen 2011
Abstract While the study of flow has attracted the interest of scholars seeking to understand its nature and effects on consumption related behaviors, it has received limited attention from Internet researchers seeking to understand factors controllable by firms which influence its formation. This study contributes to literature by examining the impact of consumer evaluations of website service interface performance components on the development of flow. The study also examines the moderating role of Internet selfefficacy. The analysis of data collected from consumers of organizations across two samples involved in the professional sport sector and e-retailing sector, indicate that the delivery of compelling website-service interface performance (via web-based components) is significantly related to the development of flow experiences. Keywords Flow . E-service encounters . E-service . E-commerce JEL classification M15 . IT management M31 . Marketing
Responsible editor: Hans-Dieter Zimmermann J. Carlson (*) Newcastle Business School, University of Newcastle, Level 3, Corner of King and Auckland Street, 2300 Newcastle, Australia e-mail: [email protected] A. O’Cass Faculty of Business, University of Tasmania, Private Bag 16, 7001 Hobart, Tasmania e-mail: [email protected]
Introduction The provision of compelling service experiences for consumers has become an important issue in e-commerce according to Hoffman and Novak (1996), one that has been often been embedded in the concept of flow (Bridges and Florsheim 2008; Hausman and Siekpe 2009; Hoffman and Novak 2009; Novak et al. 2000). In highlighting the importance of flow and the creation of compelling experiences, Hoffman and Novak went as far as declaring that “creating a commercially compelling website depends on facilitating a state of flow for consumers [and that]…an important objective for marketers is to provide these opportunities” (Hoffman and Novak 1996, p66). However, as yet we do not have a full picture of the factors that contribute to such experiences. Among the critical issues requiring further research is how e-service providers can best design, configure and deliver technology-enabled service experiences for consumers (c.f., Patrício et al. 2008; Cho and Menor 2010) that facilitate flow and are judged as compelling by consumers. In bringing flow and consumer experiences judged as compelling together a natural synergy seems to exist. Further, by focusing on the performance of the website-service interface and linking it to flow we have enhanced our understanding of not only flow, but also the creation of compelling experiences. The concept of flow appears, on an initial exam
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