... loyalty has various antecedents, including enjoyment (Hamari and Keronen, 2017 ; Merhi, 2016 ; Merikivi et al., 2017), ease of use, usefulness, playfulness, flow (total concentration with intrinsic enjoyment) (Hamari and Keronen, 2017), interaction with others (Merhi, 2016 ; Wei and Lu, 2014...

... from an online survey. The results were analyzed via the structural equation model. Findings The results show that functional service, mobility, convenience, and searching task are the important factors that influence users’ TTF behavior. Moreover, TTF may improve user satisfaction, flow...

... and flow. More specifically, affective involvement showed the greatest influence on purchase intention compared to flow and cognitive involvement. Practical implications The relative importance of both interactivity and social identity in platform features in shaping consumers' online experiences...