79599 20260306152055.0 doi 10.1108/SJME-03-2018-006 sideral 111885 ART-2018-111885 eng Herrando, C. Universidad de Zaragoza (orcid)0000-0002-2653-2473 Surfing or Flowing? How to retain e-Customers on the Internet 2018 Access copy available to the general public Unrestricted Purpose 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. info:eu-repo/grantAgreement/ES/DGA-FSE/S09-GENERES Group info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2015-64567-R info:eu-repo/semantics/openAccess by https://creativecommons.org/licenses/by/4.0/deed.es 0.396 2018 Marketing 2018 Q2 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Jiménez-Martínez, J. Universidad de Zaragoza (orcid)0000-0001-7805-3354 Martín-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 22, 1 (2018), 2-21 Span. j. mark.-ESIC Spanish Journal of Marketing - ESIC 2444-9695 603950 http://zaguan.unizar.es/record/79599/files/texto_completo.pdf Versión publicada 71480 http://zaguan.unizar.es/record/79599/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:79599 articulos driver 2026-03-06-15:18:35 ARTICLE