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This study proposes a framework that demonstrates how the perceived value of augmented reality (AR) shopping influences the formation of psychological ownership of product and technology. The mediating role of flow experience and the moderating role of perceived control are identified.

An online survey study recruiting 480 participants who experienced AR shopping was conducted to test the hypotheses.

Functional value is negatively related to psychological ownership of product and technology whereas emotional value shows opposite effects. Flow experience mediates the relationships between functional/emotional value and psychological ownership of product and technology. Perceived control moderates the relationship between emotional value and flow experience, as well as the relationship between functional/emotional value and psychological ownership of product and technology.

The findings suggest the importance of AR’s functional and emotional values in developing psychological ownership of product and technology. To mitigate the negative effect of functional value, AR designers should focus on creating emotionally engaging apps that induce a flow experience, thereby enhancing psychological ownership. Furthermore, AR apps should be designed to empower users with a sense of control in the AR experience.

This research contributes to the AR and psychological ownership literature. It introduces a model that can explain both the formation of psychological ownership of product and psychological ownership of technology, thereby expanding the current understanding. By adding perceived values as antecedents of psychological ownership, it enriches the psychological ownership literature. Moreover, it enhances the flow experience literature by demonstrating the role of flow experience in the formation of psychological ownership of product and technology.

In the vibrant world of social commerce (SC), where information flows freely, interactions thrive and online purchases abound, there is an escalating challenge. Users are uninstalling and disengaging due to approach and avoidance stimuli, a trend mirroring the approach-avoidance motivation model (AAMM). Our study, anchored in AAMM and the stimulus-organism-response (SOR) model, aims to dive into the complex dynamics of these factors that shape users' SC continuance intentions.

Our findings, drawn from 472 SC users in Malaysia, paint an intriguing research framework via PLS-SEM analysis by testing the proposed hypotheses. A purposive sampling technique was utilized, deliberately selecting respondents based on specific criteria. Subsequently, data were gathered through the distribution of face-to-face questionnaires at selected shopping malls, facilitating a focused and comprehensive exploration of consumer perspectives.

The empirical results demonstrate the following: (1) Users' determination to stay engaged on SC platforms hinges on approach factors, like emotional support, surveillance gratification and multisensory gratification. (2) Simultaneously, avoidance factors such as technostress and perceived deception exert their negative influence. (3) Flow experience, rooted in flow theory, emerges as the underlying mechanism connecting these duality stimuli, influencing the continuance intention.

In a departure from conventional research, our study pioneers a comprehensive approach and boldly confronts the research gap by introducing a rich tapestry of antecedents, embracing both the appeal of approach factors and the deterrence of avoidance ones, using the AAMM that sheds light on how individuals navigate between embracing opportunities and avoiding pitfalls based on perceived gains and losses. This holistic approach enables us to redefine our understanding of digital engagement dynamics, offering a captivating journey into the realm of user experience and intention that transcends the ordinary.

By using Technology Acceptance Model, the purpose of this study is to investigate how the perceived usefulness and ease-of-use of shopping mobile apps affects consumer’s flow experience, attitude, impulsive buying tendency (IBT) and urge to impulsive buying on halal fashion products.

A quantitative study was done on 357 Indonesian online shoppers to find out how perceived usefulness and ease of use of mobile shopping apps affect impulsive buying tendencies and urges on halal fashion products. Flow experience and attitude were used as mediating variables, and the research hypotheses were tested using Partial Least Square Structural Equation Modeling (PLS-SEM).

This study confirmed significant positive relationships between perceived usefulness and ease of use of mobile apps, flow experience, attitude, IBT and urge to impulsive buying. The results of this study show that perceived usefulness and ease of use influence flow experience. Ease of use also influences attitude, but perceived usefulness did not impact attitude. In addition, flow experience did not impact attitude. However, both flow experience and attitude influence IBT. Furthermore, IBT significantly mediated flow experience and attitude into urge to impulsive buying.

This study only captured consumers in one country, so its results cannot be generalized to other nations. Random sampling may limit result generalization. In this study, three mobile shopping applications were investigated and the results would have been different if more mobile shopping applications were investigated.

The study gives a better understanding of how the perceived usefulness and ease of use of mobile shopping apps affect a consumer's tendency and urge to impulsive buying on halal fashion products by using flow experience as mediating variable.

The chapter studies the flow experience among academicians and the determinants of flow initiation and development. The academicians’ studied, have both research and teaching duties. The data for the study is drawn from 12 interviews conducted with academicians in India, with science, social science, and statistics as their fields of study. The study finds that different psychological needs can lead to flow experiences. It is proposed that the relationship between flow and psychological needs is influenced by personality traits (openness to experience and conscientiousness), which are reflected in day-day behavior (spontaneity and structuring). Interaction between humans (either students or collaborators) induced and strengthened flow-like feelings and emotional well-being, subject to certain conditions. Problem solving was found to be the key determinant of flow. Overall flow was found to be higher among research-oriented people working in science.

The purpose of this study is to investigate the barriers that prevent workers in the software industry from experiencing flow in their work.

This study was conducted by using a qualitative critical incident technique-inspired questionnaire.

The findings suggest that workers in the software industry perceive that the most obvious obstacles to experiencing flow are related to work not presenting enough cognitive challenges and situational barriers related to the characteristics of the job (e.g. workdays having too many interruptions and distractions, timetables often being considered too tight for creative exploration and problem solving and having negative user experiences with development tools).

The findings provide insights into flow barriers, specifically barriers that prevent workers in the software industry from experiencing flow.

This study aims to explore the influence of information presentation conditions on the flow experience of digital reading for high school students.

Firstly, a survey determines the preferred reading medium and the types of texts that high school students frequently read. Secondly, Experiment 1 focuses on the effects of the text type and reading medium on flow experience and reading comprehension. Finally, Experiment 2 addresses a narrative text presented on a smartphone, and discusses the influence of advance organizer, presentation format and page layout on flow experience and reading comprehension.

In digital reading, the narrative text has a stronger flow experience than explanatory text; the flow experience of reading narration on smartphones is more evident than on computers. The advance organizer and text combined with pictures are more conducive to a flow experience when a smartphone is used as a reading medium. From the perspective of reading comprehension, scrolling is more suitable for reading text combined with pictures and paging best suits pure text.

Through experimental methods, this study reveals the influence of information presentation conditions on the digital reading flow experience, which is a meaningful and innovative topic. The findings can provide more enlightenment and reference for the design and promotion of digital resources and digital reading by teenagers.

This paper aims to explore digital fashion products in the metaverse platform contexts and empirically examine the effect of the metaverse platform characteristics on the purchase intention of digital fashion products through users' flow experience and perceived value of the products.

A survey method was used in this study. Answers from 314 metaverse users were analyzed, and the hypotheses were tested using the structural equations modeling and bootstrapping analysis.

The analyses showed that telepresence, social interaction and economic flow had significant effects on users' flow experience among the metaverse platform characteristics, while the continuity and content creation of the metaverse platform did not have significant effects. The flow experience also appeared to have significant effects on multiple consumption values, including pleasure value, self-expression value and economic value. Last, the perceived pleasure value and economic value of digital fashion products had a positive effect on purchase intention.

The main contribution of this research is that it is one of the first empirical attempts to investigate individual consumers' perceptions and experiences of digital fashion products in the context of metaverse platforms.

Flow is an important yet under-utilized concept to examine extraordinary experiences in service encounters. An extensive review of extant literature revealed several conceptual concerns that have contributed to a blurred understanding of flow. The purpose of this paper is to develop a conceptualization of flow that is complete yet parsimonious.

The paper includes a survey (Study 1, N=202) that covers gaming and online services and a field study (Study 2, N=448) covering a festival context. Structural equation modeling and regression-based mediation analysis are used to analyze the data.

Flow can meaningfully be conceptualized as the process from engrossment to enjoyment. Engrossment comprises loss of self-consciousness, transformation of time, concentration on the task at hand, and action-awareness merging. In service encounters with high achievement content (e.g. gaming or sports), challenge-skill balance, clear goals, unambiguous and immediate feedback, and sense of control serve as antecedents of engrossment. Yet flow also appears in service contexts without achievement content (i.e. where consumers have less control over the outcomes of their performance, such as when listening to music). Across service contexts, the enjoyment and engrossment (directly or indirectly) impact service loyalty.

In terms of improving loyalty or training outcomes service providers should have a clear interest in providing the utmost potential for creating flow experiences during the service encounter. Hedonic offers that allow engrossing in the activity seem particularly effective in this regard.

This paper offers a clear theoretical and empirical distinction of formerly treated facets of flow. It further contributes to extant literature by providing a revised conceptualization that regards flow as the process from engrossment to enjoyment. The revised conceptualization is void of unnecessary dimensions and can be applied and compared across various research contexts, including hedonic, nonachievement services. Moreover, the paper indicates that research streams on flow and immersion might be linked more closely.

This study aims to identify key motivation factors for consumers’ social search and examine the role of flow in the process. This study assessed how content quality (i.e. visual aesthetics, textual information and timeliness) and system quality (i.e., intuitiveness and interactivity) influence flow experience. Additionally, this study tested how mental simulation and ease of task mediate this process and examined how the flow experience leads to purchase intention.

An online survey via Amazon MTurk was performed using the general consumer population in the USA. Structural equation modeling (SEM) was conducted to test proposed hypotheses.

Visual aesthetics, text information, intuitiveness and interactivity were found to increase consumers’ flow experience in social search on Instagram. The timeliness of information was not a significant predictor of flow experience. Additional analyses demonstrated the mediating role of mental simulation and perceived ease of task mediate in flow experience, ultimately leading to increased purchase intention.

The concept of flow should be taken into consideration in a setting of social media marketing. To create holistic consumption experiences, social media strategy should promote seamless information search by increasing both the content (i.e. visual aesthetics and text information) and system (i.e. intuitiveness and interactivity) quality.

This study expands the theory of flow by applying it to the social search process in social media. Mental simulation and perceived ease of task are distinctively recognized as essential factors for flow experience on Instagram.

The purpose of this study is to propose a synthetic post-adoption model based on the expectation-confirmation model (ECM) and flow theory to examine whether the fit factor, network factors and psychological factors as antecedents to end-users’ beliefs can affect their continuance intention of the robo-advisor.

This study used the research model based on ECM and flow theory to examine the effects of the fit factor, network factors and psychological factors on end-users’ beliefs and continuance intention of the robo-advisor. Sample data were collected from end-users at three financial services companies in Taiwan. A total of 450 questionnaires were distributed and 360 (80.0%) usable questionnaires were analyzed using structural equation modeling.

This study proposes a solid research model that based on ECM and flow theory, three types of factors, namely, fit factor, network factors and psychological factors, as antecedents to end-users’ continuance intention of the robo-advisor have been examined and this study’s results strongly support the research model with all hypothesized links being significant.

It is particularly worth mentioning that a synthetic post-adoption model can be proposed in this study by introducing the fit factor extracted from task-technology fit model, network factors originated from the theory of network externalities and psychological factors derived from uses and gratifications theory as antecedents to perceived usefulness, confirmation, satisfaction and continuance intention referred in ECM and flow experience derived from flow theory. Thus, this study’s research model and findings can reveal deep insights into the evaluation of determinants in the field of end-users’ continuance intention of the robo-advisor.