...Haiping Zhao; Yaxin Zhao; Wei Liu; Xiaohui Liu; Xiaoyu Chen Purpose In this study, we integrated goal-setting theory and flow theory to disentangle the relationships among goal-setting (i.e. goal specificity and difficulty), flow experience (i.e. perceived enjoyment and attention focus...

... only Instagram Color congruence Flow experience Aesthetic experience Marketing effectiveness Owing to its visual-centric nature, Instagram has emerged as the predominant social media platform among the young (Jiang et al., 2019). Instagram consistently refines its visual...

...Yeonseo Park; Eunju Ko; Boram Do Purpose 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...

... in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion...

...‐shopping malls, whereas Study 2 analyzes the relationship among e‐shopping malls' characteristics, customer satisfaction, flow experience, and trust. Findings According to the results of Study 1, communication quality and marketing activity reflected one‐dimensional quality attributes. In addition...