The impact of web site quality on flow‐related online shopping behaviors in C2C e‐marketplaces

Purpose – Through a literature review, we found four potential research topics that are rarely studied in the extant literature, i.e. the missing link between web site quality and flow, an integrative relationships between web site quality, flow, customer satisfaction, and relationship intention even though part of the integrative relationships have been investigated in the previous studies, those flow‐related consumer behaviors in C2C e‐marketplaces, and cross‐national studies on the flow‐related consumer behaviors in the East‐Asian domain. Thus, we attempted to explore the relationships between web site quality, flow, customer satisfaction, and relationship intention in Chinese and Korean C2C e‐marketplaces as well as their cross‐national similarities and differences.Design/methodology/approach – In all, 212 Chinese and 219 Korean online shoppers were surveyed to conduct the above research agenda by structural equation modeling.Findings – Web site quality had some effect on flow and satisfaction in both...