The role of flow consciousness in consumer regret
ISSN: 1066-2243
Article publication date: 17 August 2021
Issue publication date: 9 May 2022
Abstract
Purpose
This research aims to identify whether subsequent consciousness of having been in a flow state – that is, flow consciousness – regarding an earlier impulse purchase affects consumers' post–purchase behaviours, specifically their feelings of consumer regret.
Design/methodology/approach
The study applied a mixed methodology. First, the authors conducted two qualitative studies (focus groups) to establish the relationships between flow, flow consciousness and regret. Second, the authors conducted a quantitative study using data collected through an online questionnaire. Participants were asked to recall a recent shopping experience. To conduct confirmatory factor analysis, the authors gathered data from 304 consumers who had searched for, and purchased, a product on Amazon (www.amazon.com). Structural equation modelling, based on covariance, was used to test the hypotheses.
Findings
Flow consciousness is found to reduce consumer regret after an impulse purchase.
Practical implications
Online retailers should make consumers aware of the flow state they have experienced. Flow states lead to increased impulse buying, and if consumers are made aware that they were in a flow state, it may reduce any regret they feel after the purchase.
Originality/value
This is the first study to examine the effects of flow consciousness on consumer behaviour after an impulse purchase. In particular, research has not analysed the effects that flow consciousness has on negative feelings experienced after the impulse purchase of a product.
Keywords
Acknowledgements
The authors are grateful for the constructive comments received from two anonymous reviewers and Christy M.K. Cheung (Editor-in-Chief of Internet Research). Certainly, they have allowed us to significantly improve the final result.
Funding: This study was supported by the Spanish Ministry of Science, Innovation and Universities under Grant PID2019-105468RB-I00 and FPU 18/02037; European Social Fund and the Government of Aragon (“METODO” Research Group S20_20R).
Citation
Barta, S., Gurrea, R. and Flavián, C. (2022), "The role of flow consciousness in consumer regret", Internet Research, Vol. 32 No. 3, pp. 875-896. https://doi.org/10.1108/INTR-08-2020-0482
Publisher
:Emerald Publishing Limited
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