The effect of flow experience on users’ social commerce intention

Tao Zhou (School of Management, Hangzhou Dianzi University, Hangzhou, China)


ISSN: 0368-492X

Publication date: 5 October 2019



The purpose of this paper is to examine the effect of flow experience on users’ social commerce intention.


Based on the 287 valid responses collected from a survey, structural equation modeling was used to examine the research model.


The results indicated that social interaction, which includes human–computer interaction and human–human interaction, has a significant effect on the flow experience, which in turn affects social purchase and social sharing intention.

Research limitations/implications

The results imply that companies need to facilitate social interaction to improve users’ experience and promote their social commerce intention.


Although prior research has examined social commerce user behaviour from multiple perspectives such as trust, perceived value and technological perceptions, it has focused on the effect of cognitive beliefs and neglected the effect of affective beliefs such as flow experience. This research tries to fill the gap.



This work was supported by National Natural Science Foundation of China (71771069, 71831006, 71810107003) and NSFC-Zhejiang Joint Fund for the Integration of Industrialization and Informatization (U1509220).


Zhou, T. (2019), "The effect of flow experience on users’ social commerce intention", Kybernetes, Vol. ahead-of-print No. ahead-of-print.

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