Play, Flow, and the Online Search Experience
Charla Mathwick, Edward Rigdon
Journal of Consumer Research · 2004 · Volume 31 · Issue 2
Abstract
This study examines the conditions necessary to transform online information search into “play,” a highly positive experience capable of delivering intrinsic value in the form of escapism and enjoyment. On the basis of the four-channel model of flow, perceived play is investigated as the consequence of flow versus various nonflow states. Moderated by product involvement, play serves as a link between flow theory and the online consumer attitude formation process.
Keywords
Attitudes, E-Commerce/Computing/Internet, Experiential Consumption, Information Search/Acquisition, Involvement
Enable JavaScript for citation tools and additional paper interactions.