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With outstanding advantages in virtuality, immersion, connectivity, and openness, the application of the Metaverse in the development of intangible cultural heritage has demonstrated great potential to enhance Gen-Zers’ participation intention, but the effect and its mechanism remain unclear. This study constructs a theoretical model based on the stimuli-organism-response (SOR) theory, the DeLone and McLean model of information system (IS) success (D&M) model, and flow theory, and conducts an empirical study using a structural equation model and regression analysis based on questionnaire survey data in China to uncover whether and how Metaverse application exerts its impact. Results show that Metaverse application can enhance Gen-Zers’ participation intention in the communication of intangible cultural heritage, and their mechanism follows a chain path of “stimulus-state-response” under the joint action of “technology-individual-environment” in which Metaverse application is the key stimulus factor, flow experience is the mediator, and self-efficacy and subjective norm are moderators. The findings can offer new insights for research on Metaverse application from the perspectives of consequences and effects and can also provide practical implications for Metaverse application as well as the development and communication of intangible cultural heritage.

Social commerce has emerged as a phenomenon that supports social interaction and user-generated content, allowing individuals to make informed purchasing decisions. This study aims to identify the antecedents of the sWOM behaviors present in social network sites (SNSs). Specifically, tie strength, homophily, trust, informational, and normative influence were included as sWOM antecedents. This study provides a deeper understanding of sWOM behavior in SNSs by identifying and analyzing separately three interrelated behaviors with distinct antecedents: opinion-giving, opinion-seeking, and opinion-passing. Additionally, flow experience is proposed as a less studied antecedent that interacts with all sWOM behaviors, and simultaneously, purchase intention. Our results suggest that flow experience, followed by opinion-seeking and opinion-passing, exerts the greatest influence on purchase intention. Additionally, our findings reveal that informative and normative influence are the analyzed antecedents that have the greatest impact on purchase intention. JEL Classification: M31. Plain language summary: This study analyzes the sequential process of evaluation and use of social networks regarding the intention to purchase products recommended by other consumers. Three types of internet behaviors are differentiated: searching for product information, sharing this information with one's contacts in social networks, and/or generating opinions and evaluations about the products. Several factors have been identified that could enhance both the three aforementioned behaviors and the final purchase intention of the product itself: tie strength, homophily, trust, informative influence, normative influence, and flow experience. The results of the study allow us to conclude that flow experience as well as opinion-seeking and opinion-passing behaviors are the factors that enhance product purchase intention the most. Of the remaining factors analyzed, the effect of informative and normative influences is most significant. [ABSTRACT FROM AUTHOR]

Purpose: This study intends to investigate the determinants of learners' continuance intention to use massive open online courses (MOOCs) for personal or professional development. Design/methodology/approach: This study employed quantitative research design. The respondents were individual learners from six selected universities in China who used MOOCs for continuous learning. A purposive sampling technique was employed to obtain 270 valid samples. Data were analyzed and analytical outputs were produced using the techniques of Partial Least Squares Structural Equation Modeling and Importance-Performance Matrix. Findings: Expectation confirmation was found to have a positive relationship with perceived usefulness, flow experience, learning self-efficacy and satisfaction with MOOCs. Perceived usefulness, flow experience and leaning self-efficacy were also found to have a positive relationship with MOOC satisfaction. In addition, perceived usefulness, flow experience, learning self-efficacy and MOOC satisfaction had a positive impact on continuance usage intention. Originality/value: The outcomes of the study can serve as a practical reference for MOOC providers and decision-makers to develop relevant strategies to increase the course completion rates. [ABSTRACT FROM AUTHOR]

This study explores the impact of two characteristics of streamers--expertise and entertainment--on viewers' purchase intention and follow intention in live-streaming e-commerce, with a specific focus on viewers' trust and flow experience as two mediators and viewers' optimal stimulation level as a moderator. We implemented a methodological approach where participants were randomly directed to enter a live broadcast room and watch a 10-min live session before engaging in a structured questionnaire. 399 valid questionnaires were collected from the participants. These 399 valid questionnaires were subsequently utilized to validate the research model using structural equation modeling (SEM). The results suggest that streamer expertise and entertainment enhance viewers' trust and flow experience, which then leads to an increase in their intention to make a purchase and continue following the streamer. Furthermore, the viewers' optimal stimulation level acts as a moderator in the connections between streamer characteristics and viewers' trust and flow experience, suggesting that individual differences among consumers affect how they respond to streamer characteristics. From the dual perspectives of the streamer and the viewer, this study provides a more comprehensive theoretical perspective on customer behavior in live streaming commerce by not only focusing on consumers' short-term, transactional behavior inclinations but also long-term, relational behavior intentions. [ABSTRACT FROM AUTHOR]

Live streaming marketing has become a popular topic of academic research. However, relatively few studies have been conducted in terms of the physical attractiveness of streamers, and even fewer studies have analyzed the changes in cognitive-emotional mechanisms that affect consumer response behavior. Based on SOR theory and cognitive-emotional system theory, this study proposes a theoretical research model and analyzes the internal mechanism of streamers' physical attractiveness affecting consumers' response using a combination of eye-tracking experiments and questionnaires. The results showed that: compared to streamers with lower physical attractiveness, consumers pay longer attention to streamers and products with higher physical attractiveness, and their response behaviors (continued watching intention, continued engagement intention, and purchase intention) are more active; compared to consumers with low involvement, consumers with high involvement pay longer attention to the product and perceive the process for a longer period of time; and quasi-social interaction and the flow experience play the role of a chain mediator between streamers' physical attractiveness and consumers' response behaviors. This study not only has certain theoretical significance for expanding the applicable boundaries of the physical appearance halo effect, but also has important practical significance for live broadcasting e-commerce companies to effectively adopt visual marketing and enhance customer retention. [ABSTRACT FROM AUTHOR]

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Smartwatches are emerging as effective tools to promote exercise and physical activities in the healthcare industry. However, little is known about how smartwatch attributes facilitate exercise and for whom such attributes are more effective for exercise. Accordingly, the purpose of this study was to explore the structural relationship between smartwatch attributes, flow experience, and continued exercise intentions and to examine the moderating role of exercise involvement in the structural relationship. For this, a total of 600 participants were recruited via a professional survey firm in South Korea based on a multi-stage random sampling method and used for data analyses, including confirmatory factor analysis (CFA), structural equation modeling (SEM), and multi-group SEM. All survey items were adopted from the existing literature on healthcare, flow experience, and wearable device technologies. The results revealed that smartwatch attributes, including interactivity (γ = 0.234, p < 0.001/γ = 0.235, p < 0.001), autonomy (γ = 0.225, p < 0.001/γ = 0.172, p < 0.001), wearability (γ = 0.104, p < 0.05/γ = 0.106, p < 0.05), convenience (γ = 0.209, p < 0.001/γ = 0.214, p < 0.001), and experiential novelty (γ = 0.221, p < 0.001/γ = 0.281, p < 0.001) enhanced flow experience (absorption/enjoyment) during exercise. Furthermore, flow experience (absorption/enjoyment) was found to positively influence exercise intention (β = 0.511, p < 0.001/β = 0.239, p < 0.001). Lastly, exercise involvement was found to modulate the structural relationships among smartwatch attributes, flow experience, and exercise intention (∆χ2 = 23.231, ∆df = 12, p < 0.05). By investigating these dynamics, this study contributes to shared knowledge not only in the healthcare literature but also in the wearable-technology literature. The results of the current study also provide useful guidelines for practitioners in the wearable-device and healthcare industries to develop optimal features of smartwatches for exercise and physical activities. [ABSTRACT FROM AUTHOR]

This study used a mixed method to investigate the dual effects of the flow experience provided by tourism live streaming (TLS) on tourists' travel intentions and how such effects vary across different types of destinations. The results reveal that, in contrast to managers' predictions, while flow experience from TLS may boost offline travel through inspiration, it can also increase tourists' concern for substitutability and thereby reduce their travel intentions. Live streamers' expertise positively moderates the positive effect of flow experience on inspiration. Furthermore, the negative impacts are more salient in highly reputable cultural destinations and natural destinations with limited reputation. [ABSTRACT FROM AUTHOR]

This study examined the cultural tourists' flow experience effects on behavioral intentions and investigated differences among five cultural tourists' groups. Using structured questionnaires data, the findings highlight that the flow experience within exhibition activities has both direct and indirect influences on behavioral intentions among cultural tourists. Moreover, a significant divergence was observed in the "flow experience – exhibition attachment – behavioral intentions" pathway for purposeful cultural tourists, who exhibit a high motivation for cultural factors and a deep cultural exploration. The study results extend flow theory in cultural tourism and provide practical insights for optimizing tourist cultural experiences based on different tourist segments. [ABSTRACT FROM AUTHOR]

This study explores how the fear of missing out (FOMO) affects the flow experience, festival satisfaction, and revisitation intention of attendees at a country music festival. Based on the cognitive appraisal theory, the study surveyed 317 participants and found that several factors contribute to the flow experience, which in turn impacts festival satisfaction and revisitation intention. The results reveal that participants with higher FOMO levels have a higher intention to revisit, with festival satisfaction mediating the relationship. This research repositions FOMO as the fear of missing out on the same event that individuals are attending. By highlighting this alternative understanding, the study suggests that FOMO can be leveraged as a resource for event organizers, potentially providing opportunities for engagement and enhancing attendee experiences. The proposed conceptual model and the insights gained from this research offer valuable contributions to the field and provide a foundation for further investigation and theoretical development. [ABSTRACT FROM AUTHOR]

Based on the Stimulus-Organism-Response (S-O-R) model, this paper studies the impulsive consumption mechanism of consumers participating in livestreaming e-commerce from the perspectives of information source characteristics and social presence and examines the mediating effect of flow experience and the moderating effect of time pressure. Based on the consumption data of 268 live shoppers, multiple regression analysis and Bootstrap method were used to test the research hypothesis. The empirical results show that the credibility, professionalism, attractiveness, and interactivity of live information sources have significant positive impacts on consumers’ flow experience and impulsive consumption intention. Furthermore, coexistence, communication and emotional presence of social presence have a significant positive impact on consumers’ flow experience and impulsive consumption intention. Flow experience plays part of the mediating role in the process of the characteristics of livestreaming information sources and social presence affecting consumers’ impulsive consumption intention, while time pressure has a positive moderating effect in the relationship between livestreaming information source characteristics and coexistence presence and flow experience. The higher the time pressure, the stronger the promotion of live information source characteristics and coexistence presence on flow experience. This study enriches the research literature on the consumption driving mechanism of livestreaming e-commerce and offers practical enlightenment and reference to improve the effectiveness of livestreaming e-commerce anchors. It is also one of the first studies to apply the theory of flow and social presence to the impulsive consumption intention of livestreaming e-commerce. [ABSTRACT FROM AUTHOR]

This study explores how the value of sponsored Instagram advertisements (ads) can enhance consumer ad-related involvement (cognitive and affective) and flow experience, which consequently impacts product purchase intention. To comprehend this issue, we propose a framework that combines the extended Ducoffe's web advertising value model and the Stimulus-Organism-Response (S-O-R) model. We conceptualize S - stimuli - as perceived advertising value of sponsored Instagram ads; O - organism - as consumer ad-related involvements, comprising cognitive, affective, and flow experiences; and R - response state - as purchase intention. Based on an online survey, data was collected from 337 Malaysian Instagram users. The findings indicate that sponsored Instagram ad-related entertainment, informativeness, credibility, incentives, and celebrity endorsement, are conducive to raising the effectiveness of ad-stimuli, which in turn, enhance consumers' cognitive and affective ad involvement and flow, to influence purchase behavior. The research offers empirical evidence to support the S-O-R framework and helps to expand the scope of sponsored advertising value research and its effect on consumers' purchase intention. Furthermore, it benefits marketers and advertisers in promoting effective advertising campaigns using sponsored Instagram advertising. It also provides a platform where marketers can design ads that can help them to reach their marketing goals. [ABSTRACT FROM AUTHOR]

This study examines the extent to which flow experience inhibits/enhances the effects of students’ creativity on their entrepreneurial intentions. This study provides evidence to support the contention that flow experience moderates the relationship between creativity and entrepreneurial intention by reference to a field survey of 226 Chinese college students in six college classes. Adopted by a hierarchical regression, this study found that creativity has a significant positive impact on entrepreneurial behavior. Within the subdimensions of flow, Intrinsic work motivation and Work enjoyment plays a significant positive moderating role in the relationship between creativity and entrepreneurial behavior, while absorption does not have such moderating effect. These findings reveal the process and mechanism by which creativity affects entrepreneurial intention and the associated psychological contingency factors. [ABSTRACT FROM AUTHOR]

Companies invest in product design and features to attract customers. However, a creative advertisement would make it possible to sell products/services. Many researchers scrutinize the effects of different ad-creativity on customer buying behavior from altered outlooks. However, the purpose of this inquiry is to appreciate the ad-creativity and purchase intention, though, brand awareness and flow-information interaction and its effect on purchase intention. A survey has conducted on airline consumers by convenience sampling method. Specifically, by using a selfadministered survey, we collected data from 512 clients and analyze them using CFA. Empirical results show purchase intention predict by ad creativity, moreover, flow experience & brand awareness partially mediate the association between ad creativity & buyer purchasing. With the dynamic considerable thought in this area, this research explores relationships via creativity antecedents & purchase intentions, and also includes flow (Ad) experience & awareness of the brand as mediators. [ABSTRACT FROM AUTHOR]

The soundscape is an essential type of attraction in tourism destinations. Music can serve as a significant tourist attraction that makes people immersed in it. Similarly, while tourists linger in the leisure and recreation environment, they may have a flow experience of the soundscape in tourism attractions. Yet, there is little research about the relationship between tourists' perception of soundscape and flow experience. Taking Lijiang old town, a world heritage site, as an example, this study explored the dimensions of tourists' perception of soundscape and soundscape flow experience and examined the influence of soundscape perception on soundscape flow experience. The results indicate that soundscape perception includes three dimensions: preference, comfort, and richness. The flow experience of soundscape is a second-order construct in this research, which contains four dimensions: time distortion, control, enjoyment, and concentration. Besides, preference and richness positively influence flow experience, and flow experience contributes to behavioural intention, whereas comfort does not significantly affect flow experience. This study applied flow theory to soundscape research, which enriches the study of soundscape experience. This study has also provided management strategies for tourism destinations to improve the quality of the soundscape experience. [ABSTRACT FROM AUTHOR]

The emergence of mobile applications has opened the door to a new kind of information and communication technology tool and educational support which is vital for students' positive learning behaviours. The aims of this study were to examine the effects of three mediators (confirmation, flow, and student engagement) on students' learning technology acceptance and information systems continuance intention, and to explore the functions of these variables in the mediating process between learning technology acceptance and continuance intention. Using PROCESS macro program where the bootstrap confidence interval was adopted, a parallel multiple mediation model and a serial multiple mediation model were tested. Two of the three proposed hypotheses were supported. Business students' confirmation and flow, elicited by the m-learning app, were two mediating factors with high ratios (0.6655, 95% CI = 0.2635 to 0.6085) of the overall indirect effect to the total effect, which related to students' decisions in continuous usages of the technology. We concluded that the continuous use of the m-learning app was driven not only by students' flexible thinking skills in accepting new learning technology, but also by a set of cognitive attributes reflecting users' positive experiences with the system. [ABSTRACT FROM AUTHOR]

The ongoing pandemic has transformed communication modes globally. Especially in the case of higher education, where countermeasures against coronavirus disease 2019 (COVID-19) have affected students' learning experience. This study emphasized the case of business simulation games, where critical factors were underlined to define learners' intention to use an online learning environment through the lens of task technology fit (TTF) as a theoretical stance. This study considered the statistical analysis of 523 students who attended the business simulation module online at the tertiary level of education. Findings conclude that flow experience is the most critical factor to define learners' perceived TTF in the case of an online learning experience. However, the learners' self-efficacy is significant enough to map learners' intentions to use an online environment for learning. The study discussed several theoretical and practical implications for learners' educators and policymakers. [ABSTRACT FROM AUTHOR]

Built on the integrated theoretical framework of antecedents of flow and expectation confirmation model (ECM), this research investigates the way flow experience drives the online students' intention to engage in online English teaching platforms. This study focused on the online students engaged in online English learning platforms in Taiwan. A total of 500 online students were selected. An online survey was conducted with the help of a marketing research agency located in Taiwan. According to the results, the online students' flow experience was found to be in a significant relationship with continuous intention. The antecedents, including perceived enjoyment, challenge, and situational involvement, were found to be in a positive relationship with flow experience; however, confirmation and perceived vividness did not have significant effects on the flow. Furthermore, flow and confirmation were found to be in a significant relationship with perceived usefulness and satisfaction. Moreover, perceived usefulness was found to be in a significant relationship with satisfaction and continuous intention. Lastly, satisfaction was found to be in a significant relationship with continuous intention. Finally, the questions proposed in this research with their empirical findings offer profound understanding for establishing a well-devised online English learning platform that can motivate online learning. These results and managerial implications for online English language platforms are innovative and significant in practice. [ABSTRACT FROM AUTHOR]

Purpose: The aim of this paper is to analyse the effects of flow experience on repurchase intention. In this context, this paper examines the mediating role of e-customer satisfaction during COVID-19 pandemic. This study is based on flow theory using two consequent factors, which have not been investigated together previously. Design/methodology/approach: A questionnaire consisted of flow experience dimensions and e-customer satisfaction, repurchase intention. An online survey was conducted with 478 consumers who experienced flow in online shopping. Exploratory factor analysis and structural equation modelling were used to test research hypotheses. The research study data were collected between 20 March and 31 May 2020, during the spread of COVID-19. Findings: Telepresence, concentration and control dimensions of flow experience have a significant effect on e-customer satisfaction. In addition, it was determined that the change in repurchase intention was caused by concentration and telepresence dimensions of flow experience. Therefore, it was found that e-customer satisfaction has a significant effect on repurchase intention. As a result, it was determined that e-customer satisfaction has a partial mediating role in the effect of flow experience dimensions of telepresence, concentration and control, and a full mediating role in the effect of flow experience dimension of time distortion on repurchase intention. Research limitations/implications: The limitations of the study are that research was conducted on only one retail company and a limited number of participants were reached. In addition, some flow experience dimensions were excluded in the study, constituting another limitation. Originality/value: This paper contributes flow theory literature by modelling flow dimensions as an independent variable that affects e-customer satisfaction and repurchase intention. In addition, different dimensions of flow experience in online retailing have been discussed, and no study has been found that discusses flow experience dimensions (goal clarity, enjoyment, curiosity, control, telepresence, time distortion, concentration) together. This study conducted during COVID-19 pandemic would produce a different perspective on flow experience in e-retailing [ABSTRACT FROM AUTHOR]

The current study focuses on a novel and recently popular internet phenomenon – celebrity livestreaming marketing. As one of the primary advantages of livestreaming marketing by Internet celebrities, we propose that the timely interactivity of Internet celebrities plays an important role in consumers' purchase intention. Based on stimulus-organism-response theory, this paper further identifies social presence and flow experience as mediators and the consistency of Internet celebrities' image and product image as a moderator and constructs an influence model of Internet celebrities' interactivity on consumers' purchase intention. The responses of a sample of 277 participants were collected by a questionnaire survey. SPSS and Amos were used to analyse the data. The results show that consumers' social presence and flow experience mediate the positive impact of the interactivity of Internet celebrity anchors on influencing consumers' purchase intention. However, there is no significant moderating effect of the consistency of Internet celebrities' image and product image on the relationship between social presence or flow experience and purchase intention. A discussion and implications are offered. [ABSTRACT FROM AUTHOR]

We examine how the integration of retail channels affects crucial firm outcomes, such as customer satisfaction and loyalty intentions, with a particular focus on the impact of different levels of offline-to-online channel integration. Across three experimental studies, one of them in an operating physical store, accommodating comparisons of several omnichannel configurations, increasing the level of omnichannel integration positively influences customer satisfaction and loyalty intentions. Flow experience mediates the effects. The impact of increasing the level of omnichannel integration on customer satisfaction and loyalty intentions is more pronounced among consumers who perceive the channels as complementary and for consumers with a goal-directed shopping orientation. This article contributes to extant omnichannel literature by experimentally investigating the impact of increasing levels of omnichannel integration—as compared to adopting a binary, "either-or" approach—and by demonstrating that omnichannel retail environments provide a fertile ground for flow experiences in physical stores. Furthermore, this article establishes the role of perceived channel complementarity and shopping orientation as boundary conditions for the realization of flow in omnichannel retail environments. [ABSTRACT FROM AUTHOR]

During the recent times, the majority of the mobile game revenue comes from in-game features/products. In the recent past, many studies were conducted to study the factors affecting mobile game adoption. However, research on the factors driving purchase of virtual goods during mobile gaming is scarce. This study with the foundation on flow theory and theory of consumption values aimed at studying the interrelationships among the constructs to know the mobile game users' in-game purchase intention. A 10-factor research model was developed and tested empirically. For this, data were obtained from 367 high school and college students. Structural equation modelling with the aid of AMOS software was used to analyse the data. Users' gaming flow experience and satisfaction were found to exert a positive effect on intention to buy mobile in-game items. In addition, the study offers academic and practical implications of the variables affecting the decision-making behaviour of mobile gamers. Further avenues applicable for future research were also discussed in the concluding literature. [ABSTRACT FROM AUTHOR]

Constructed upon female consumers' buying behaviour, this research study investigates the interrelationship of flow experience, hedonic values, utilitarian value, purchase intention and consumer buying behaviour. This study examines the role of purchase intentions as mediation and elaborated the study with the theoretical background of flow theory and consumer value theory. This study was conducted in the beauty & grooming industry, sampling 705 working women consumers of Pakistan and data was analyzed through SEM using Smart PLS. The findings supplement the creation of positive aspect in buying behaviour rather than letting consumer cashed by their psychological state and companies' tactics. [ABSTRACT FROM AUTHOR]

This study investigates Earth Hour, the largest energy-saving campaign in the world, it relies on a number of repeated participants. This study explores the factors influencing revisit intention and discusses the interactions among these antecedents. An online questionnaire is used to survey the participants of Earth Hour in 2020, and 504 valid samples are analyzed. Results show that flow experience, positive emotion, and event satisfaction have direct effects on revisit intention, among which event satisfaction has the greatest effect. Positive emotion plays a mediating role between flow experience–event satisfaction and flow experience–revisit intention. Event satisfaction plays a mediating role between flow experience–revisit intention and positive emotion–revisit intention. The enduring involvement of the participants can positively moderate the relationship between positive emotion and revisit intention, between flow experience and revisit intention, and between event satisfaction and revisit intention. This result broadens the application of enduring involvement and remodels the revisit intention variables. The organizers may consider following flow experience–event satisfaction–revisit intention to persuade the participants to revisit the event. This study suggests that event organizers should collect and analyze opinions from participants, and formulate plans to enhance the satisfaction and willingness of participants effectively for them to revisit the event. [ABSTRACT FROM AUTHOR]

Recently, virtual and remote labs (VRLs) have been developed to support students in conducting experiments in engineering and science education. However, little is known about the students' intentions to continue using VRLs and their satisfaction with the experience. This study proposed an extended model embedded within the expectation confirmation model and two variables concerning flow experience (time distortion and focused attention) to predict Chinese university students' satisfaction with and intention to continue using VRLs. A structural equation modelling technique based on covariance was conducted to evaluate survey questionnaire responses received from 238 students at a university located in central China. The results demonstrated that satisfaction was the most crucial determinant of the students' intention to continue using VRLs, followed closely by perceived usefulness. Confirmation played an indirect role in predicting students' intentions to continue using VRLs via satisfaction and perceived usefulness. Students' flow experience while performing virtual experiments played a positive and direct role in confirming their expectations of VRLs. [ABSTRACT FROM AUTHOR]

Despite the rapid growth in cycling tourism, few studies have been conducted on whether its distinctive attributes influence travelers' decision-making process. Therefore, the current research aimed to identify the effects of the multiple attributes of cycling tourism on travelers' decision-making process by considering cognitive evaluations, affective evaluations, satisfaction, and flow experience. The study results revealed that most of our hypothesized relationships within the framework are supported. Additionally, satisfaction and flow experience were verified as significant mediators. Finally, our study highlighted the significant role of distinctive attributes of cycling tourism in the formation of travelers' favorable behavioral intentions for cycling tourism. [ABSTRACT FROM AUTHOR]

Massively multiplayer online role-playing games (MMORPGs) constitute a genre of online games that has enjoyed phenomenal market success due to in-game purchases and push advertising. Despite the genre's popularity, little is known about players' experiences with these games. Using an Indian panel of 319 players and a U.S. panel of 425 players, we examined multiple game experiences and the impacts of each on players' satisfaction and replay intentions. Study 1 explored Indian players' positive and negative feelings; findings showed that positive feelings positively influenced flow, immersive, and social experiences, whereas negative feelings had no significant effects on other game experiences. Study 2 addressed U.S. players' game experiences as well as their satisfaction and replay intentions. While positive feelings and flow experiences positively affected players' satisfaction and replay intentions, immersive experience did not. Social experiences played a positive role in players' satisfaction but did not influence their replay intentions. Results highlight the importance of positive game experiences and carry managerial implications for game marketers and designers. • Examined role of emotions in MMORPG experiences and replay intentions. • Conducted two studies involving 884 MMORPG players from India and U.S. • Positive feelings form game experiences, vary with national culture. • Positive feelings directly and indirectly impact game satisfaction and replay. • Flow and social experiences influence satisfaction and replay intention. [ABSTRACT FROM AUTHOR]

Although research on flow experience has recently received much attention, few studies have been published on the perceived interpersonal interaction factors of consumers and their influence in social commerce. In addition, few studies have focused on the impact of interpersonal interaction factors on flow experience. Drawing on the stimulus-organism-response framework, this study examines the impact of interpersonal interaction factors (perceived expertise, similarity, and familiarity) on the formation of flow experience and its subsequent effects on purchase intention in the context of social commerce. We investigate whether the impact of the three interpersonal interaction factors on flow experience differs between young and old users. We conduct a survey and collect 349 responses from users of a social shopping site in China. Our results indicate that interpersonal interaction factors positively relate to flow experience and subsequently influence purchase intention. We also find differences between young and old users in this area. [ABSTRACT FROM AUTHOR]

Abstract: The long-term development of social networking sites (SNSs) relies on their users’ continuance of use. This paper tested the role of perceived social capital and flow experience in driving users to continue using SNSs based on the expectation–confirmation model of information systems continuance. Using data from online surveys of social networking sites users in China, the proposed model was tested by using the Partial Least Squares (PLSs) technique. The results show that perceived bridging and bonding social capital have different role in building users’ satisfaction and continuance intention: perceived bridging social capital has remarkable influence on users’ satisfaction and continuance intention, but perceived bonding social capital has none. Flow experience has influence on users’ satisfaction but none on continuance intention. In addition, gender has impact on users’ continuance intention. [Copyright &y& Elsevier]

The COVID-19 pandemic and the continuous advancement of live e-commerce technology pushed the swift growth of live e-commerce in China. Based on the S–O–R theoretical framework, this study investigates the impact of live broadcast characteristics on consumers' social presence and flow experience, along with their impact on the consumers' consumption intention in live e-commerce scenarios through questionnaires. Using structural equation modeling, data processing and involvement were introduced as regulating variables. Host charm, interaction, and trust in the host exerted a significant positive impact on social presence. In addition, host charm and trust in host significantly affected flow experience, and social presence significantly affected flow experience. Both social presence and flow experience significantly affected consumption intention, while involvement affected all paths to some extent. Overall, this study illustrates the significance of host in live e-commerce, and consumers with low involvement should be the focus of attention in live e-commerce. [ABSTRACT FROM AUTHOR]

The rising trend of online social shopping is evident from the increasing volume of online social commerce. However, despite the importance of this development, only a limited number of studies exist pertaining to the factors that affect social commerce intention. To fill this gap in the research, the present study develops a model identifying the antecedents of social commerce intention. Utilizing stimulus-organism-response (S-O-R) theory and the affordance lens, the current study attempts to explore the role of IT affordance, flow experience, and trust on social commerce intention. For this purpose, the empirical data were collected by means of an e-survey instrument from customers that had previously used a social commerce platform for shopping. The authors used the partial least squares structural equation modeling (PLS-SEM) method to verify the relationships proposed in the model. Our results show that: visibility affordance influences customer purchase intention through trust in the seller and trust in the social media platform; metavoicing affordance influences social commerce intention through flow experience and trust in the social media platform; and guidance shopping affordance influences social commerce intention through flow experience, trust in the seller, and trust in the social media platform. Some significant theoretical and managerial insights are also presented. • IT affordance can impact social commerce intention through flow experience and trust. • IT affordance positively impacts social commerce intentions. • Flow experience and trust positively influences social commerce intentions. • Visibility, metavoicing and guidance shopping are three important of IT affordance. [ABSTRACT FROM AUTHOR]

Fun games can generate a flow experience for players, and further increase their willingness to continue gameplay. However, an important issue that has long concerned educators and game developers is how to incorporate learning subjects into games and achieve the goal of learning through play. This study designed an English blockade-running game based on Greek and Roman mythology, and proposed a research model to predict future willingness of learners to use game-based learning with smartphones after flow experience. A total of 376 college students participated in this study. Data analysis revealed that the model achieved a good fit, and most hypotheses were supported. Finally, this study will further discuss and explain these phenomena in the educational setting, and also make suggestions for future development. [ABSTRACT FROM AUTHOR]

• A theoretical model integrating the S-O-R framework and flow theory is developed. • Social media overload affects fatigue and subsequent discontinuance intentions. • Flow experience mitigates the effect of fatigue on discontinuance intentions. • This study extends post-adoption research in the social media context. There is a growing need to understand why users discontinue using social media platforms. Understanding the antecedents of such decisions and the moderators that govern the antecedent effects can help users reach such decisions, and assist service providers in mitigating them. From a theoretical standpoint, there is a need to enrich the theoretical account of social media discontinuance phenomena. To address these issues, we integrate the "stimulus-organism-response" (S-O-R) framework and flow theory. We consequently portray the direct, indirect and moderating roles of flow experience in mitigating discontinuance intentions. We test this model via a survey of 502 WeChat users. The results support the S-O-R model and indicate that social overload, information overload, and communication overload (stimuli) increase the fatigue feelings (organism) of social media users, which, in turn, increase their social media discontinuance intentions (response). By combining the S-O-R perspective with flow theory, we show that flow experience not only help reduce users' perceptions of fatigue and discontinuance intentions, but also moderate (weaken) the effects of fatigue on discontinuance intentions. Flow experience, therefore, serves as a means to inhibit the formation of social media discontinuance intentions, even when overload and fatigue persist. The present research also has several valuable theoretical and practical implications. [ABSTRACT FROM AUTHOR]