Research on the influence of consumer experience value on flow experience

--An Example of The Shopping Site

Abstract

With the rapid improvement of people's living standards in recent years and the gradual change of consumption habits, the era of focusing on the experience economy has also followed. Mathwick, Malhotra & Rigdon (2001) put forward the concept of "experience value". He & Zhou (2013) pointed out that whether it is a traditional offline store or an online shopping platform,  providing consumers with a good shopping experience and excellent value is not only closely linked to the company's marketing strategies such as market segmentation, product differentiation and positioning, but also is the key to a company's competitive advantage. Although some scholars have discussed the relationship between experiential value and flow experience, they have not yet conducted in-depth research on flow experience with online shopping as the study  subject. Therefore, this study uses shopping sites to investigate the relationship between experiential value and flow experience.This study uses online shopping platforms as the target industry and Taobao as the specific research scope and uses multiple online channels to issue questionnaires. In the end, a total of 433 questionnaires are returned, in which 45 invalid questionnaires are deducted and 388 valid questionnaires are accepted.After analysis using statistical tools such as SPSSAU and IBM SPSS Amos, the results show:The aesthetics of experiential value has a significant positive correlation with the intrinsic interest of flow experience.The playfulness of experiential value has a significant positive correlation with the sense of control, attention focus, curiosity, and intrinsic control of flow experience.The service excellence of experiential value has a significant positive correlation with the sense of control of flow experience.