... 2025 10 02 2026 27 02 2026 22 06 2026 07 08 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Shopper similarity Comfort Shopping enjoyment Flow experience Desire to stay Impulsive buying urge Over the past...

.... Design/methodology/approach The data were collected from 351 omnichannel customers using a structured survey. The data analysis was done using PLS-SEM to test the proposed hypotheses. Findings The findings suggest that a seamless experience significantly contributes to the flow experience, which...

...Neha Srivastava; Abhishek Mishra; Gunjan Malhotra Purpose This study examines how the visual and usability design of the hotel's branded booking (HBB) mobile application impact customer's flow experience (FE). The study investigates the impact of aesthetic visual design and usability design on FE...

... behavior (TPB), flow theory and habit. Data collected from OTT retail consumers (n = 383) using the online survey method are analyzed using partial least squares structural equation modeling. Findings The results elucidated which TPB antecedents and dimensions of flow experience affect OTT...

...-sensory flow experience, which switches off cognition and provides hedonic value to users. Second, the virtual try-on by AR, which is superior to web-based presentation in terms of the first-person perspective, concreteness, accuracy, and immediacy (Huang et al., 2021), generates a spatial...

... The aim of this paper is to analyse the effects of flow experience on repurchase intention. In this context, this paper examines the mediating role of e-customer satisfaction during COVID-19 pandemic. This study is based on flow theory using two consequent factors, which have not been investigated...