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The empirical research on consumer network shopping behavior based on the theory of flow experience

Yi Jiabin

The paper discusses the web characteristics and consumer characteristic have effect on consumer network purchase intention based on the theory of flowexperience. The results showthat in the context of human-computer interactions while browsing a website, flowexperience is characterized by time distortion, enjoyment. The entertainment, website servicesÂ’ quality, the customersÂ’ web close and the perception of novelty have positive effect on flow experience. The website may enhance the consumersÂ’ intention through improving its interaction and entertainment.