Internet marketing research has found that online consumers with a flow experience tend to be less price-sensitive, and develop more favorable attitudes toward online stores (Novak et al. 2000; Wang et al. 2007). Surprisingly little research has been conducted to investigate similar flow experiences in brick-and-mortar stores, which contribute more than 90 percent of retail industry sales (Anderson et al. 2011). The objectives of this paper are twofold. First, it provides a theoretical foundation to develop the antecedents (challenges and skills) associated with in-store shopping activities. Secondly, it aims to further investigate the flow theory in physical retail environments.
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