Emotional responses in online social interactions: the mediating role of flow
Herrando, C. (Universidad de Zaragoza) ; Jiménez Martínez, J. (Universidad de Zaragoza) ; Martín de Hoyos, M. J. (Universidad de Zaragoza) ; Asakawa, K. ; Yana, K.
Resumen: Purpose: Drawing on the three flow-channel model and the stimulus–organism–response model, this research aims to understand how the influence of interactivity on purchase intention is mediated by the state of flow. Design/methodology/approach: This research entails a neurophysiological experiment combined with a survey-based study. This study analyzes, first, participants' heart rate variability through the parasympathetic and sympathetic indexes during five different activities, and, second, the mediating effect of flow through a structural equation model. Findings: This study contributes to research on the role of flow in interactive marketing. The findings reveal that flow state is associated with less stressful activities, such as navigating highly interactive websites and playing online games. This research confirms the mediating effect of flow between interactivity and purchase intention. Originality/value: This paper contributes to interactive marketing and flow theory by combining traditional methods with a peripheral physiological technique that draws on neuroscience. In addition, it confirms the positive but indirect effect of interactivity on purchase intention in online contexts.
Idioma: Inglés
DOI: 10.1108/APJML-02-2022-0091
Año: 2023
Publicado en: Asia Pacific Journal of Marketing and Logistics 35, 7 (2023), 1599-1617
ISSN: 1355-5855
Factor impacto JCR: 3.9 (2023)
Categ. JCR: BUSINESS rank: 100 / 304 = 0.329 (2023) - Q2 - T1
Factor impacto CITESCORE: 7.9 - Business and International Management (Q1) - Strategy and Management (Q1) - Marketing (Q2)
Factor impacto SCIMAGO: 0.961 - Business and International Management (Q1) - Strategy and Management (Q2) - Marketing (Q2)
Financiación: info:eu-repo/grantAgreement/ES/DGA-FSE/S54-GENERES Group
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00
Tipo y forma: Article (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes.
Exportado de SIDERAL (2024-11-22-11:57:18)
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Idioma: Inglés
DOI: 10.1108/APJML-02-2022-0091
Año: 2023
Publicado en: Asia Pacific Journal of Marketing and Logistics 35, 7 (2023), 1599-1617
ISSN: 1355-5855
Factor impacto JCR: 3.9 (2023)
Categ. JCR: BUSINESS rank: 100 / 304 = 0.329 (2023) - Q2 - T1
Factor impacto CITESCORE: 7.9 - Business and International Management (Q1) - Strategy and Management (Q1) - Marketing (Q2)
Factor impacto SCIMAGO: 0.961 - Business and International Management (Q1) - Strategy and Management (Q2) - Marketing (Q2)
Financiación: info:eu-repo/grantAgreement/ES/DGA-FSE/S54-GENERES Group
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00
Tipo y forma: Article (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes. Exportado de SIDERAL (2024-11-22-11:57:18)
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Articles > Artículos por área > Comercialización e Investigación de Mercados
Record created 2022-12-13, last modified 2024-11-25