000100726 001__ 100726 000100726 005__ 20240319080947.0 000100726 0248_ $$2sideral$$a123439 000100726 037__ $$aART-2019-123439 000100726 041__ $$aeng 000100726 100__ $$0(orcid)0000-0001-8900-1701$$aHerrando, C.$$uUniversidad de Zaragoza 000100726 245__ $$aSocial commerce users'' optimal experience: stimuli, response and culture 000100726 260__ $$c2019 000100726 5060_ $$aAccess copy available to the general public$$fUnrestricted 000100726 5203_ $$aSocial commerce users' experience is generated during socio-commercial interactions. Therein, users receive utilitarian and hedonic stimuli that form their experience and influence their responses. However, research is needed to understand how this experience is generated. Based on the stimulus-organism-response framework and flow theory, this study analyzes how hedonic stimulus (here called sPassion) and utilitarian stimulus (usability) affect users' flow experience (organism) to positively impact emotional and behavioral loyalty (users' responses). Furthermore, as social commerce users are culturally diverse, the moderating effect of cultural background is studied, drawing on Hofstede's cultural dimensions. Findings show that hedonic stimulus more strongly impacts social commerce users' flow experience versus utilitarian stimulus. Once users reach the state of optimal experience, their positive responses are reflected in their increased intention to spread social word of mouth, to return to the website and to repurchase on it. Additionally, optimal user experience in social commerce is generated mainly through hedonic stimuli and, while social commerce environments can be culturally diverse, cultural background does not imply changes in users' behavioral patterns. This study theoretically advances research on social commerce users' experience. Likewise, the findings guide online retailers in optimizing user experience via hedonic stimuli to enhance loyalty. 000100726 536__ $$9info:eu-repo/grantAgreement/ES/UZ/UZ2019-SOC-02$$9info:eu-repo/grantAgreement/ES/DGA-FSE/S54-GENERES Group 000100726 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/ 000100726 590__ $$a1.875$$b2019 000100726 591__ $$aBUSINESS$$b108 / 152 = 0.711$$c2019$$dQ3$$eT3 000100726 592__ $$a0.665$$b2019 000100726 593__ $$aEconomics, Econometrics and Finance (miscellaneous)$$c2019$$dQ1 000100726 593__ $$aComputer Science Applications$$c2019$$dQ2 000100726 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion 000100726 700__ $$0(orcid)0000-0001-7805-3354$$aJimenez-Martinez, J.$$uUniversidad de Zaragoza 000100726 700__ $$0(orcid)0000-0002-8491-594X$$aMartin-De Hoyos, M.J.$$uUniversidad de Zaragoza 000100726 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000100726 773__ $$g20, 4 (2019), 199-218$$pJOURNAL OF ELECTRONIC COMMERCE RESEARCH$$tJOURNAL OF ELECTRONIC COMMERCE RESEARCH$$x1526-6133 000100726 85641 $$uhttps://research.utwente.nl/en/publications/social-commerce-users-optimal-experience-stimuli-response-and-cul$$zTexto completo de la revista 000100726 8564_ $$s699801$$uhttps://zaguan.unizar.es/record/100726/files/texto_completo.pdf$$yVersión publicada 000100726 8564_ $$s2556813$$uhttps://zaguan.unizar.es/record/100726/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada 000100726 909CO $$ooai:zaguan.unizar.es:100726$$particulos$$pdriver 000100726 951__ $$a2024-03-18-12:42:00 000100726 980__ $$aARTICLE