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Keywords: Flow experience
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Journal Articles
Beyond play: cultivating consumer loyalty through compelling flow experiences in video gaming
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (6): 795–809.
Published: 12 June 2025
...Mohammad Mahfuzur Rahman; Jamie Carlson; William Powell; Jiehua Chen Purpose This study aims to explore how video game design elements contribute to Flow experiences, shaping consumer attitudes and behaviors. By examining the psychological facets of video gaming, the research aims to inform...
Journal Articles
Examining the impact of anthropomorphism and AI-chatbots service quality on online customer flow experience – exploring the moderating role of telepresence
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (4): 448–471.
Published: 01 April 2025
... with 500 customers with experience using AI-enabled chatbots in Jordan. Findings Statistical results supported a strong significant impact of AISAQUAL and anthropomorphism on online customer flow experience, which in turn significantly predicted both emotional brand attachment and brand loyalty...
Journal Articles
Does consumption values and ascribed responsibility predict attitudes towards sustainable luxury brands
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (2): 180–195.
Published: 09 February 2024
... of consumers’ consumption values (functional, experiential, and symbolic) and ethical values (ascribed responsibility) through flow experience (FE) on consumers’ attitudes towards sustainable luxury brands (SLB) in the young generation based on stimulus-organism-response theory. Design/methodology/approach...
