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The purpose of this study was to explore the role of various dimensions of skills and challenges as antecedents to flow in online apparel shopping. An online survey was conducted with a national sample of 500 female online shoppers in the U.S. Participants conducted a shopping task on the Website of an apparel brand. The findings suggest that positive triggers of flow in online apparel shopping are Online Shopping Skill, Clothing Shopping Skill, and Product Challenge and demonstrate that skills and challenges do not always positively influence flow, extending the flow theory. Further, this study reveals that difficulties in online shopping itself may evoke consumers' feeling of being present on a shopping Website but simultaneously being out of control. This finding highlights the necessity of convenient Website functions that provide consumers with better control over the shopping trip. |
