100726 20260306152055.0 sideral 123439 ART-2019-123439 eng Herrando, C. Universidad de Zaragoza (orcid)0000-0002-2653-2473 Social commerce users'' optimal experience: stimuli, response and culture 2019 Access copy available to the general public Unrestricted Social 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. info:eu-repo/grantAgreement/ES/DGA-FSE/S54-GENERES Group info:eu-repo/grantAgreement/ES/UZ/UZ2019-SOC-02 info:eu-repo/semantics/openAccess by-nc-nd https://creativecommons.org/licenses/by-nc-nd/4.0/deed.es 1.875 2019 BUSINESS 108 / 152 = 0.711 2019 Q3 T3 0.665 2019 Economics, Econometrics and Finance (miscellaneous) 2019 Q1 Computer Science Applications 2019 Q2 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Jimenez-Martinez, J. Universidad de Zaragoza (orcid)0000-0001-7805-3354 Martin-De Hoyos, M.J. Universidad de Zaragoza (orcid)0000-0002-8491-594X 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 20, 4 (2019), 199-218 JOURNAL OF ELECTRONIC COMMERCE RESEARCH JOURNAL OF ELECTRONIC COMMERCE RESEARCH 1526-6133 699801 http://zaguan.unizar.es/record/100726/files/texto_completo.pdf Versión publicada 2556813 http://zaguan.unizar.es/record/100726/files/texto_completo.jpg?subformat=icon icon Versión publicada https://research.utwente.nl/en/publications/social-commerce-users-optimal-experience-stimuli-response-and-cul Texto completo de la revista oai:zaguan.unizar.es:100726 articulos driver 2026-03-06-15:18:35 ARTICLE