What is it about?

Offering a good experience to consumers is key for e-commerce companies. Therefore, providing them with flow experiences could lead to success for these organisations. Based on 570 consumer shopping experiences in Amazon, the differences between mobile devices (smartphones and tablets) and PCs (laptops and desktop computers) are examined as the main antecedents of flow experience using structural equation modelling, based on covariances. The results demonstrate the importance of including hedonic elements in the design of web pages (accessible from PCs). On the other hand, apps (accessible from mobile devices) should facilitate concentration and encourage the user’s time distortion to reach the flow state. The results can be useful for e-commerce companies in the design of their online platforms.

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Why is it important?

Understanding what aspects are most important on these devices to improve the consumer's shopping experience is essential today.

Perspectives

I hope this article will make readers think about the differences between browsing on computers and mobile devices. Are we more relaxed when we use mobile devices? Are we more distracted? What are the implications?

Sergio Barta
Universidad de Zaragoza

Read the Original

This page is a summary of: Managing consumer experience and online flow: Differences in handheld devices vs PCs, Technology in Society, February 2021, Elsevier, DOI: 10.1016/j.techsoc.2020.101525.
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