Impact of flow on mobile shopping intention

This study integrated flow into a technology acceptance model (TAM) to explore whether flow plays a mediating role in the TAM. An online questionnaire was used to collect data. The survey involved a sample of 310 consumers who had experienced various types of mobile shopping service. Structural equation modeling using partial least squares was adopted for data analysis. The results indicated that both perceived usefulness and perceived ease of use were significantly related to flow. Flow functioned as a full mediator between perceived usefulness and attitude. Flow was significantly related to attitude and purchase intention. Understanding how flow mediates consumers' mobile shopping intention can help online companies to formulate effective marketing strategies. Theoretical implications and suggestions for future research are provided.