جستجوی مقالات مرتبط با کلیدواژه "تجربه جریان" در نشریات گروه "مدیریت"

In the marketing literature, considerable efforts have been made to identify factors influencing impulse buying such as consumer characteristics, store characteristics, situational stimuli, and product characteristics. Most previous research in the field of online impulse purchases has focused on the effects of stimuli or content produced by the marketer. Regarding the effect of online comments on consumer behavior, studies have been conducted which mainly investigated the effect of online comments on the intention and behavior of consumers at the individual level. In fact, few researches have simultaneously examined and compared the environment of an online store from the two perspectives of the ability to create a flow experience in the consumer and the social impact (for example, online comments and its dimensions) on impulse buying. Considering this research gap, this research seeks to investigate the formation of utilitarian and hedonistic values of the consumer in two ways: 1) qualitative and quantitative dimensions of online reviews on the website and 2) the experience of the consumer's flow while using the shopping website
The present study, at the purpose, is applied research and at data collection, it is a descriptive-survey one. The statistical Population of this study is 350 individuals from tehran customers of Digikala and convenience non probability sampling technique is used as a sampling method. We collected the responses through online questionnaires applying social networks. In this research, the data collection tool is a standard questionnaire with 35 questions, the questions of which are adapted from reliable research sources and the items are valued according to the Likert scale from 1 to 5. Structure equation modeling with Smart PLS3 was employed to verify and validate the research model.
 The results of this study show that quantity of online reviews does not have a positive effect on utilitarian and hedonic value and quality of online reviews has no positive effect on hedonic value and also the effect of utilitarian value on browsing was not confirmed. Based on the findings of the research, other hypotheses presented in this study were confirmed. Therefore, from the point of view of the ELM theory, which has divided the paths of influence on decision-making and persuasion into two main paths (based on reasoning) and secondary paths (based on side and surface symptoms) and also considering that in previous studies, the quality of opinions as the main factor and pointed to the number of comments as a secondary factor, it can be concluded that customers were not influenced by external signs such as the number of comments in their information processing and decision-making, and in fact, the justification and persuasion in deciding to buy from the secondary route that It is based on superficial and intuitive signs, it is not done and it was also determined that all dimensions of the flow experience (perceived control, concentration and cognitive enjoyment) have a significant and positive effect on the formation of the utilitarian and hedonic perceived value of the customer based on research hypotheses.
The results of this research indicate that the formation of the Urge to buy impulsively is achieved through the hedonic value of the customers. On the other hand, users' Reviews have not been effective in creating hedonic value, and the influence of the hedonic value of customers has been solely from the experience of the flow and content of the website environment. As a result, based on the findings of this research, the content produced by online store managers has had a greater impact on the formation of the Urge to buy impulsively compared to the content produced by customers. Therefore, it is suggested that website designers use templates that encourage users to comment on the functional features of the product in order to increase the quality of comments. Marketing managers of online stores can strengthen the user's sense of control over the website environment by providing useful and updated content regarding products and services, proper classification and arrangement of product categories, and providing simple and quick access to content for customers. On the other hand, website designers should pay attention to the habits, behaviors and searches of users in order to focus the user on the website in order to create functional and pleasure-seeking value for customers and try to provide content with quality and accuracy and maintain customer focus. The low speed of searching and loading web pages, irrelevant advertisements, flashing texts and images, and ineffective links that open new pages are among the things that divert the focus and attention of customers and should be considered in the design of sales websites. In order to stimulate users' cognitive enjoyment of the website environment, site designers should work on energetic and lively graphic and decorative designs. The colors used on the website pages should have a suitable harmony and in the introduction of the product features, it is suggested to use images, videos and sounds in addition to the texts, so that the user can have a real experience of the virtual environment.

The present study was conducted with the aim of predicting consumer loyalty through the role of flow experience, perceived value and corporate social responsibility. The research method is descriptive-survey and causal-correlation type. Measurement tool, Guerra-Tamez & Franco-García (2022) questionnaires, including flow experience; Attention; Focus; the concept of time; Guerra-Tamez et al (2021) perceived value; Loyalty and Islam et al (2021) is the social responsibility of the company, and the statistical population of the present study is the consumers of Istec brand drinks in Kermanshah. Due to the fact that the number of statistical population in this research is large and uncertain, Cochran's formula for unlimited populations was used to determine the sample size, and the number of sample members was selected considering the estimated amount of 384 people as available sampling. To check the normal distribution of the data used, Kolmogorov-Smirnov test was used and to analyze the findings and test the research hypotheses, structural equation model was used through AMOS software. The results showed that attention, concentration and the concept of time have a significant effect on the flow experience. Other results showed that flow experience, perceived value and corporate social responsibility have a significant effect on consumer loyalty at the p<0.05 level. In this regard, it can be said that this company personalizes its customer experience by using the available information and creates it according to the individual needs of the customers. In this way, customers will feel that the necessary attention is given to them.

This study examines augmented reality technology from the perspective of flow experience based on virtual liminoid theory. It seeks to determine whether the flow induced by virtual liminoid theory in augmented reality purchasing systems affects consumer outcomes. An augmented reality application in the clothing field, specifical footwear, was used to perform a simulated experiment between individuals with 300 participants selected by a non-probabilistic sampling method to achieve this goal. Out of 300 standard questionnaires distributed among the participants, 290 usable questionnaires were made available to the researcher. The study's statistical population is all Kharazmi University (Tehran-Karaj Branch) students who have used augmented reality technology in the clothing industry at least once. This research is a descriptive survey in terms of practical purpose. Data analysis was performed using the partial least squares method of structural equation modelling in SMART PLS 3 software. The results showed that the virtual liminoid theory, in general, and the two components include a sense of ownership and ownership control each having a positive and significant effect on the flow experience. However, the effect of the self-exploratory interaction element on the flow experience was not confirmed separately. Flow has also a positive and significant impact on two consumer outcomes, including information usefulness and enjoyment. Finally, two consumer outcomes include information usefulness and enjoyment, each positively and significantly affecting satisfaction with augmented reality experience. The managerial and practical conclusions of marketers and designers to support the creation and implementation of augmented reality technology in the consumer field are also presented.