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Effects of flow on young Chinese consumers’ purchase intention: a study of e-servicescape in hotel booking context

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Abstract

Consumers are increasingly booking hotels online, it is crucial for hotel marketers and online travel agents to understand how the online servicescape affects consumers’ online behaviors. The primary objective of this study is to explore how e-servicescape of online hotel booking website affects consumers’ behavior by developing a research model. 439 samples were collected from consumers who used the online hotel booking websites recently. We found that e-servicescape influences consumers’ flow experience and positive affect. Furthermore, flow experience prompts positive affect which in turn, impacts consumers’ behavioral intention. Moreover, flow experience mediates positive affect indirectly influence behavioral intention.

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Correspondence to Zhiyong Li or Jian Mou.

Appendix: The dropped items

Appendix: The dropped items

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Construct

Items

e-servicescape

The way it displays its products is attractive; Originality of design is conservative

The enthusiasm of this website is catching, it picks me up

This website is difficult to use

This website is user-friendly

There is a great deal of irrelevant information

This website is tailored toward me

If I wanted to, I could customize this website to what I like (e.g. changing colors, layout, fonts etc.)

When communicating with this website I am rarely addressed using my correct name

This website makes purchase recommendations that match my needs

This website helps me to compare products and prices; I feel that this is not a very engaging website

Payment procedures seem to take a long time

Paying for goods is straightforward

Flow

When navigating this website, I was aware of distractions

When navigating this website, I feel a sense of enjoyment

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Huang, D., Li, Z., Mou, J. et al. Effects of flow on young Chinese consumers’ purchase intention: a study of e-servicescape in hotel booking context. Inf Technol Tourism 17, 203–228 (2017). https://doi.org/10.1007/s40558-016-0073-0

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  • DOI: https://doi.org/10.1007/s40558-016-0073-0

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