Relationship of the Theory of Consumption Values and Flow with Online Brand Experience: A Study of Young Consumers

Abstract

Abstract Brand experience in general and online brand experience in particular, have received a lot of attention from researchers and marketers. Many authors have studied the outcomes and antecedents of online brand experience in different contexts. However, unlike most other studies, which have utilized a more generalized construct of online brand experience, this research investigatesa more specific website-based construct of online brand experience. We propose and testan integrated model of key antecedents and outcomes of website-based online brand experience. Specifically, we examine the role of flow and theory of consumption valuesin influencing the online brand experience, and the influence of the theory ofconsumption values and online brand experience on satisfaction and online purchase intention. The study utilizes the data collected from 308 young consumers. Hypotheses are tested by conducting Partial least square structural equation modeling (PLS-SEM). The study results indicate that the theory of consumption values and flow are the critical drivers of online brand experience, and online brand experience positively influences satisfaction and purchase intention. Implications are discussed in the concluding section of this article.