..., 2000). Carlos Flavián is the corresponding author and can be contacted at: cflavian@unizar.es 31 08 2020 09 03 2021 21 07 2021 21 07 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Flow theory Impulse buying...

..., the flow theory captures the affective feeling with the game as a moderator for the effect from the two pre-use expectations, and subjective norm together with its associated antecedents cover a wide spectrum of social influences. Design/methodology/approach – A questionnaire was designed and pre...

...Lan‐Ying Huang; Ying‐Jiun Hsieh Purpose This paper aims to explore the factors affecting consumers' loyalty toward online games based on the uses and gratifications theory and the flow theory. Design/methodology/approach The research employed two approaches to collect data: personal interview...