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Flow and Site Stickiness

The document discusses flow and stickiness on websites from a marketing perspective. It presents preliminary empirical support showing the impact of site content and characteristics on antecedents and consequences of flow. The models of flow were found to be robust across websites and populations.

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roni86357095
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23 views8 pages

Flow and Site Stickiness

The document discusses flow and stickiness on websites from a marketing perspective. It presents preliminary empirical support showing the impact of site content and characteristics on antecedents and consequences of flow. The models of flow were found to be robust across websites and populations.

Uploaded by

roni86357095
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Flow and Site Stickiness

Consequence of flow form marketing prospective . Positive subject experience and explanatory behavior make site sticky . Higher intention revisit lead to higher purchase .

Preliminary Empirical Support


Impact on site on characteristics content then evaluating proposition regarding this antecedents and consequences of flow. Experiment content two bi-lingual sample . Site Content Characteristics and A site : Two parameter language and graphics .  They created website fictitious camera after typical camera retailing site .

Language and Culture


Develop web site of attitude . Fictitious camera web site Contain 20 pages and 17 different graphics . Values, heroes ,ritual and symbol for their culture .

Antecedents and Consequences of flow

Cognitive antecedents of flow describe in propositions. Three model has describe for this purpose. Model is robust across web site and population.

Conclusion
Worldwide Process information online because Cognitive model based on cross cultural dimension. Congruity of a site attract different cultural people.

Managerial Implication
Glocalization . Global brand image with local imagery (Nike). Engage in multi-cultural domain . Graphics and language translation play major role .

Future Research design


Applicability model flow across culture. Cross cultural model need to test also on other language . Specific domain and content advertising .

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