The role of flow consciousness in consumer regret

Bibliographic Data

ID12420294
AuthorsSergio Barta (0000-0001-8353-3870, Universidad de Zaragoza, corresponding author), Raquel Gurrea (0000-0002-5487-5203, Universidad de Zaragoza), Carlos Flavián (0000-0001-7118-9013, Universidad de Zaragoza)
Year2021
Volume32
Issue3
Pages875-896
Publication date2021-08-16
Open AccessYes
TypeARTICLE
VenueInternet Research (JOURNAL)
Journal identifiersISSN: 1066-2243 • E-ISSN: 2054-5657
PublisherEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/intr-08-2020-0482
OpenAlexW3194168465
LanguageEN
Citations received7
References cited69

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

Advertising · Business · Consciousness · Consumer behaviour · Feeling · Impulse (physics · Regret · Computer Science · Consumer Retail Behavior Studies · Flow Experience in Various Fields · Psychology · Social Psychology · Technology Adoption and User Behaviour

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