The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences.
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| Title: | The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences. |
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| Authors: | Novak, Thomas P., Hoffman, Donna L., Duhachek, Adam |
| Source: | Journal of Consumer Psychology (Taylor & Francis Ltd). 2003, Vol. 13 Issue 1/2, p3. 14p. 1 Diagram, 14 Charts. |
| Subjects: | Consumer behavior, Consumption (Economics), Internet, Electronic commerce, Advertising, Consumer research |
| Abstract: | Recently, it has been proposed that creating compelling experiences in the distinctive consumption environment defined by the Internet depends on facilitating a state of flow. Although it has been established that consumers do, in fact, experience flow while using the Web, consumer researchers do not as yet have a comprehensive understanding of the specific activities during which consumers actually have these experiences. One fruitful focus of research on online consumer experience has been on two distinct categories of consumption behavior—goal directed and experiential consumption behavior. Drawing distinctions between these behaviors for the Web may be particularly important because the experiential process is, for many individuals, as or even more important than the final instrumental result. However, the general and broad nature of flow measurement to date has precluded a precise investigation of flow during goal-directed versus experiential activities. In this article, we explore this issue, investigating whether flow occurs during both experiential and goal-directed activities, if experiential and goal-directed flow states differ in terms of underlying constructs, and what the key characteristics are—based on prior theory—that define "types" of flow experiences reported on the Web. Our approach is to perform a series of quantitative analyses of qualitative descriptions of flow experiences provided by Web users collected in conjunction with the 10th GVU WWW User Survey. In contrast with previous research that suggests flow would be more likely to occur during recreational activities than task-oriented activities, we found more evidence of flow for task-oriented rather than experiential activities, although there is evidence flow occurs under both scenarios. As a final note, we argue that the role that goal-directed and experiential activities may play in facilitating the creation of compelling online environments may also be important... [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Consumer Psychology (Taylor & Francis Ltd) is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Psychology and Behavioral Sciences Collection |
| FullText | Links: – Type: pdflink Text: Availability: 0 |
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| Header | DbId: pbh DbLabel: Psychology and Behavioral Sciences Collection An: 9986613 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Novak%2C+Thomas+P%2E%22">Novak, Thomas P.</searchLink><br /><searchLink fieldCode="AR" term="%22Hoffman%2C+Donna+L%2E%22">Hoffman, Donna L.</searchLink><br /><searchLink fieldCode="AR" term="%22Duhachek%2C+Adam%22">Duhachek, Adam</searchLink> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Consumer+Psychology+%28Taylor+%26+Francis+Ltd%29%22">Journal of Consumer Psychology (Taylor & Francis Ltd)</searchLink>. 2003, Vol. 13 Issue 1/2, p3. 14p. 1 Diagram, 14 Charts. – Name: Subject Label: Subjects Group: Su Data: <searchLink fieldCode="DE" term="%22Consumer+behavior%22">Consumer behavior</searchLink><br /><searchLink fieldCode="DE" term="%22Consumption+%28Economics%29%22">Consumption (Economics)</searchLink><br /><searchLink fieldCode="DE" term="%22Internet%22">Internet</searchLink><br /><searchLink fieldCode="DE" term="%22Electronic+commerce%22">Electronic commerce</searchLink><br /><searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+research%22">Consumer research</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Recently, it has been proposed that creating compelling experiences in the distinctive consumption environment defined by the Internet depends on facilitating a state of flow. Although it has been established that consumers do, in fact, experience flow while using the Web, consumer researchers do not as yet have a comprehensive understanding of the specific activities during which consumers actually have these experiences. One fruitful focus of research on online consumer experience has been on two distinct categories of consumption behavior—goal directed and experiential consumption behavior. Drawing distinctions between these behaviors for the Web may be particularly important because the experiential process is, for many individuals, as or even more important than the final instrumental result. However, the general and broad nature of flow measurement to date has precluded a precise investigation of flow during goal-directed versus experiential activities. In this article, we explore this issue, investigating whether flow occurs during both experiential and goal-directed activities, if experiential and goal-directed flow states differ in terms of underlying constructs, and what the key characteristics are—based on prior theory—that define "types" of flow experiences reported on the Web. Our approach is to perform a series of quantitative analyses of qualitative descriptions of flow experiences provided by Web users collected in conjunction with the 10th GVU WWW User Survey. In contrast with previous research that suggests flow would be more likely to occur during recreational activities than task-oriented activities, we found more evidence of flow for task-oriented rather than experiential activities, although there is evidence flow occurs under both scenarios. As a final note, we argue that the role that goal-directed and experiential activities may play in facilitating the creation of compelling online environments may also be important... [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of Consumer Psychology (Taylor & Francis Ltd) is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=pbh&AN=9986613 |
| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1207/153276603768344744 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 14 StartPage: 3 Subjects: – SubjectFull: Consumer behavior Type: general – SubjectFull: Consumption (Economics) Type: general – SubjectFull: Internet Type: general – SubjectFull: Electronic commerce Type: general – SubjectFull: Advertising Type: general – SubjectFull: Consumer research Type: general Titles: – TitleFull: The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Novak, Thomas P. – PersonEntity: Name: NameFull: Hoffman, Donna L. – PersonEntity: Name: NameFull: Duhachek, Adam IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 01 Text: 2003 Type: published Y: 2003 Identifiers: – Type: issn-print Value: 10577408 Numbering: – Type: volume Value: 13 – Type: issue Value: 1/2 Titles: – TitleFull: Journal of Consumer Psychology (Taylor & Francis Ltd) Type: main |
| ResultId | 1 |
