What is it about?
TheInternet revolution has radically changed the means of conducting business all over the world in the past few decades. The digital medium enables consumers worldwide to shop online through B2C e-commerce websites in a convenient manner. Online websites compete to provide a compelling and seamless brand experience to retain their customers. In order to achieve this, fostering a state of flow may help the brands increase customer experience, customer satisfaction and loyalty. In this study, the aforementioned phenomenon is tested against Turkish university students.
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Why is it important?
The study measures the online shopping behaviors of university students in Turkey. It focuses on flow state and online behavior and is a local research paper.
Perspectives
Written by professors of 4 different universities.
Güzide Öncü EROĞLU PEKTAŞ
Istanbul University-Cerrahpasa
Read the Original
This page is a summary of: The role of customer experience in the effect of online flow state on customer loyalty, PLoS ONE, July 2021, PLOS,
DOI: 10.1371/journal.pone.0254685.
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