Effects of Flow Experience on Impulse Buying Intent: An Application in E-Retailing

With today's digital transformation, consumer habits have changed, and online shopping has become widespread. E-retail sites influence consumers' impulse buying behavior, defined as buying behavior with a sense of instant excitement and predominantly strong impulses. In online consumer behavior, the flow experience has attracted attention as a factor in recent years. The purpose of this study, which focuses on online consumer behavior, is to determine the impact of flow theory on online impulse buying. At the same time, examining the moderating role of customer satisfaction on flow and online impulse buying behavior is also included in the scope of the study. For this purpose, an online survey was conducted with 283 volunteer participants over 18 who have shopped at least once on an e-retail site. The data obtained from the study were analyzed with SmartPLS 4 program. When the results obtained from the study are analyzed, it is determined that flow status significantly affects online impulse buying. On the other hand, it was determined that customer satisfaction did not have a regulatory role on flow and online impulse buying.