An Empirical Analysis of Flow Experience's Influence on Consumers' E-loyalty

This study proposes and tests an integrative model of e-loyalty development process by conceptualizing that e-loyalty is influenced by multi-dimensional aspects of flow experience. Structural equation modeling technology was employed to examine the research model. The results showed that: Enjoyment is the strongest determinant of e-loyalty, Distortion of time and senses of control significant positive effects on enjoyment, which in turn affects e-loyalty, However, contrary to our expectation, telepresence affects e-loyalty, but not enjoyment. Managerial implications are provided following presentation of the findings.