000079599 001__ 79599 000079599 005__ 20231215090950.0 000079599 0247_ $$2doi$$a10.1108/SJME-03-2018-006 000079599 0248_ $$2sideral$$a111885 000079599 037__ $$aART-2018-111885 000079599 041__ $$aeng 000079599 100__ $$0(orcid)0000-0001-8900-1701$$aHerrando, C.$$uUniversidad de Zaragoza 000079599 245__ $$aSurfing or Flowing? How to retain e-Customers on the Internet 000079599 260__ $$c2018 000079599 5060_ $$aAccess copy available to the general public$$fUnrestricted 000079599 5203_ $$aPurpose Social commerce websites entail a completely new scenario for retaining e-customers due to the richness of their social interactions. Nowadays, users can interact with companies and with other users; hence, it is considered important to study how social stimuli affect users. Drawing on the Stimulus Organism Response framework and Flow Theory, this paper aims to propose that the social stimulus (sPassion) has a positive effect on the organism (state of flow) causing positive responses from users (flow consciousness, trust and eLoyalty). Design/methodology/approach The data were collected through an online survey. The sample consists of 771 users of social commerce websites, of which 51 per cent are male and 49 per cent female, aged between 16 and 80 years. The structural equation model statistical software EQS 6 was used to test the model. Findings The empirical results confirm that passionate users are prone to experience state of flow, and, as a consequence, they are conscious of this optimal experience, resulting in an increase in trust. Originality/value The originality of this research stems from analysing how users’ passion on social commerce creates an optimal experience that boost customers’ retention. 000079599 536__ $$9info:eu-repo/grantAgreement/ES/DGA-FSE/S09-GENERES Group$$9info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2015-64567-R 000079599 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttp://creativecommons.org/licenses/by/3.0/es/ 000079599 592__ $$a0.396$$b2018 000079599 593__ $$aMarketing$$c2018$$dQ2 000079599 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion 000079599 700__ $$0(orcid)0000-0001-7805-3354$$aJiménez-Martínez, J.$$uUniversidad de Zaragoza 000079599 700__ $$0(orcid)0000-0002-8491-594X$$aMartín-De Hoyos, M.J.$$uUniversidad de Zaragoza 000079599 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000079599 773__ $$g22, 1 (2018), 2-21$$pSpan. j. mark.-ESIC$$tSpanish Journal of Marketing - ESIC$$x2444-9695 000079599 8564_ $$s603950$$uhttps://zaguan.unizar.es/record/79599/files/texto_completo.pdf$$yVersión publicada 000079599 8564_ $$s71480$$uhttps://zaguan.unizar.es/record/79599/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada 000079599 909CO $$ooai:zaguan.unizar.es:79599$$particulos$$pdriver 000079599 951__ $$a2023-12-15-08:57:46 000079599 980__ $$aARTICLE