The effect of customers' flow experience in online shopping channels on satisfaction and purchasing decisions, the roles of information quality and channel quality

In this study, the effect of flow experience on customer satisfaction and online purchasing decision has been studied when customers prefer to use electronic devices (desktop computer, laptop computer, smart phones and tablets) for online shopping. In addition, it has been studied that whether perceived ease of use and perceived usefulness have effect on flow experience or not. Also, it has been studied how customer satisfaction affects online purchasing decision. In the same time, it has been studied that whether information quality and channel quality play the intermediary role on the effect of flow experiece on the customer satisfaction or not. All effect analyses had been made in terms of electonic device types and product involvement levels. The questionaire has been applied to online shoppers in İstanbul who are above 18 at the period between September 2016 and May 2017. According to the effect analyses, it has been found that perceived ease of use of devices has positive effect on flow experience. In the same way, it has been understood that perceived usefulness of devices has positive effect on flow experience. The search results has shown that flow experience affects customer satisfaction in a positive way. It has been found that information quality and channel quality play an intermediary role on the effect that flow experience has on customer satisfaction. In addition, it has been understood that customer satisfaction from all device types, which is affected by flow experience, has positive effect on online purchasing decision.