Online Flow: Effects of Perceived Challenges Measured Before and After a Shopping Task

  • Shim, Soo In (Dept. of Fashion Design, Chonbuk National University) ;
  • Kwon, Wi-Suk (Dept. of Consumer and Design Sciences, Auburn University)
  • Received : 2015.09.30
  • Accepted : 2016.02.17
  • Published : 2016.06.30


The purpose of this study is to examine the difference between perceived challenges measured before and after shopping online for fashion products and their effects in leading to flow. An online survey including an online shopping task was conducted with a national sample of 500 adult consumers recruited in the U.S.A. The paired t-test results show that perceived challenge measured before the task is significantly higher than perceived challenge measured after the task. ANOVA results further show that the interaction effect between skill and challenge on flow is significant only when perceived challenge is measured after that task. Implications of the findings and recommendations for further research are also discussed.


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