Computers in Human Behavior 58 (2016) 306e314

Contents lists available at ScienceDirect

Computers in Human Behavior

journal homepage: www.elsevier.com/locate/comphumbeh

Enhancing the flow experience of consumers in China through

interpersonal interaction in social commerce
Hefu Liu, Haili Chu, Qian Huang*, Xiayu Chen
School of Management, University of Science and Technology of China, Jinzhai Road 96, Hefei, Anhui, China

a r t i c l e i n f o a b s t r a c t

Article history: Although research on flow experience has recently received much attention, few studies have been
Received 22 March 2015 published on the perceived interpersonal interaction factors of consumers and their influence in social
Received in revised form commerce. In addition, few studies have focused on the impact of interpersonal interaction factors on
21 December 2015
flow experience. Drawing on the stimulus-organism-response framework, this study examines the
Accepted 10 January 2016
impact of interpersonal interaction factors (perceived expertise, similarity, and familiarity) on the for-
Available online xxx
mation of flow experience and its subsequent effects on purchase intention in the context of social
commerce. We investigate whether the impact of the three interpersonal interaction factors on flow
Keywords:
Social commerce
experience differs between young and old users. We conduct a survey and collect 349 responses from
Interpersonal interaction users of a social shopping site in China. Our results indicate that interpersonal interaction factors
Flow experience positively relate to flow experience and subsequently influence purchase intention. We also find dif-
Purchase intention ferences between young and old users in this area.
© 2016 Published by Elsevier Ltd.

1. Introduction concentration, control, and enjoyment (Gao & Bai, 2014). In

emphasizing the importance of flow and the formation of
Social commerce is an emerging business trend that is growing compelling experiences, Hoffman and Novak (1996) went as far as
rapidly in China. According to the 2015 McKinsey report, con- declaring that “creating a commercially compelling website de-
sumers in China spend 78 min per day on social commerce. pends on facilitating a state of flow for consumers [and that] … an
Approximately 50% of customers in China make their purchase important objective for marketers is to provide these opportu-
decisions according to recommendations from relatives and nities” (Hoffman & Novak, 1996, p. 66). Zhang et al. (2014) argued
friends. In recent years, the virtual experiences of customers in the that enhancing the flow experience is essential for the survival of
social commerce context have gained importance. Providing con- social commerce. Despite the understanding of the contribution of
sumers with unforgettable experiences has emerged as an impor- flow to the creation of compelling experiences, investigating the
tant issue in driving customer participation and developing drivers of customer flow experiences is important for the success of
favorable consumer behavior responses in social commerce (Huang social shopping sites, however, little effort has been devoted to
& Benyoucef, 2014; Zhang, Lu, Gupta, & Zhao, 2014). studying the factors contributing to flow experience in social
When considering the provision of online consumption expe- commerce. In order to fill this gap, the present study is trying to
riences, scholars have highlighted the importance of flow (Chang, explore the formation drivers of flow in social commerce.
2013; Faiola, Newlon, Pfaff, & Smyslova, 2013). Flow is a state of With the growing competition, online vendors rely on web at-
concentration in which people are so involved that nothing else mospherics to create an environment that can produce positive
matters (Gao & Bai, 2014). Specifically, flow refers to a temporarily emotional and cognitive states of online shoppers (Gao & Bai, 2014;
unaware experience in which an individual engages in a social Zhang et al., 2014). Chang (2013) suggested that social interaction
shopping activity in a social shopping website with total among members in social networking sites would yield a state of
flow. In the social commerce context, interpersonal interactional
factors have received much attention (Hsiao, Lin, Wang, Lu, & Yu,
2010; Liao, Chu, Huang, & Shen, 2010; Lu, Zhao, & Wang, 2010).
* Corresponding author. Social commerce involves using social media to support social
E-mail addresses: [email protected] (H. Liu), [email protected] (H. Chu),
interaction, and its unique characteristics provide opportunities for
[email protected] (Q. Huang), [email protected] (X. Chen).

http://dx.doi.org/10.1016/j.chb.2016.01.012
0747-5632/© 2016 Published by Elsevier Ltd.
 H. Liu et al. / Computers in Human Behavior 58 (2016) 306e314 307

consumers to make better buying decisions (Ng, 2013). Carlson and (Jeong, Fiore, Niehm, & Lorenz, 2009), purchase intention (Hsu,
O'Cass (2011) posited that future studies should explore the effects Chang, & Chen, 2011), and intention to use and buy (Huang,
of consumer-based variables on the formation of flow experience. 2013). In our study, we follow Hsu et al. (2011) and treat con-
However, to our knowledge, little is known about the interpersonal sumer purchase intention as consumer behavioral outcomes.
interaction factors that promote the flow experience for customers The application of the SOR paradigm as a holistic theory is
in social commerce. appropriate for this study for two reasons. First, the SOR paradigm
Drawing from the above literature review, we infer that inves- was extensively used in previous research on online customer
tigating the impact of interpersonal interaction factors on the cre- behavior (Chang, Chih, Liou, & Hwang, 2014; Hsieh, Hsieh, Chiu, &
ation of flow experience should be a promising research area in Yang, 2014; Parboteeah, Valacich, & Wells, 2009). For example,
social commerce. On the basis of Liao et al. (2010) study, three using the SOR paradigm, Zhang et al. (2014) examined the effects of
interpersonal interaction factors are investigated, namely, three technological stimuli (perceived interactivity, personaliza-
perceived expertise of group members, similarity of group mem- tion, and sociability) on consumers' virtual experiences and sub-
bers, and familiarity of group members. As the context of our sequent social commerce intention. Parboteeah et al. (2009)
research is similar to the virtual community context, we focus on applied the SOR paradigm to explore the impact of task-relevant
these three interpersonal interaction factors. Therefore, this study cues and mood-relevant cues on perceived usefulness and
draws on the stimuluseorganismeresponse (SOR) model to perceived enjoyment, and then online purchase intention. The
investigate the impact of the three interpersonal attraction factors findings of these studies support the use of the SOR paradigm in
on the flow experience and the relationship between flow experi- accounting for consumer internal reactions and behavioral out-
ence and purchase intention. comes to the stimuli. Second, the SOR paradigm provides a strict
This research makes important contributions to the extant and structured manner to examine the impact of interpersonal
literature. First, we extend the extant literature by testing and interaction factors as environmental stimuli on consumer online
validating a model by incorporating interpersonal drivers of flow experiences (e.g., flow) and their subsequent intention to purchase
experience in social commerce. Second, our data analysis reveals from social commerce sites.
significant differences between young and old users. Third, the
present study advances the understanding that interpersonal 2.2. Social influence factors as environmental stimuli (S)
interaction factors remain important in the context of social com-
merce. Fourth, our research provides empirical evidence to the Social commerce involves the application of social media to
deduction that interpersonal interaction factors positively affect support social interaction, communication, and user-generated
purchase intention through flow experience in social commerce. content for assisting consumers in online buying. One of its
unique characteristics is that it provides an opportunity for con-
2. Theoretical background and research hypotheses sumers to make better buying decisions and improve their future
shopping experience (Ng, 2013). Therefore, social commerce sites
2.1. SOR framework need to facilitate member interaction. Frequent member interac-
tion will enhance the interpersonal attraction of websites (Liao
The SOR model is extensively used in studies that measure the et al., 2010). As our research focuses on interpersonal interaction
impact of perceived website features on consumer responses (Gao factors, flow experience, and online buying behavior, we consider
& Bai, 2014; Zhang et al., 2014). According to the SOR model, three interpersonal interaction factors proposed by Liao et al.
environmental stimuli (S) influence consumer internal states (O) (2010), namely, perceived similarity, expertise, and familiarity.
and correspondingly affect consumers' overall responses (R). Perceived similarity refers to the commonness shared by customers
Donovan and Rossiter (1982) proposed a model that is adapted to in taste, preference, and liking toward products. Perceived exper-
the retail context. The model treats atmospheric cues as stimuli, tise refers to other consumers' ability to recommend products
two major emotional states as organism, and shopping behaviors based on their knowledge and experience. Perceived familiarity
within the store as response. We can learn from the application of relates to the frequency of interactions and relationships with other
the SOR model in the retailing context that environmental stimuli shoppers in social shopping sites (Liao et al., 2010).
influence consumer internal states, which in turn drive their
behavioral intention toward the store. Fiore and Kim (2007) 2.3. Flow experience as customer internal states (O)
developed an integrated SOR model for the brick-and-mortar
context. In the framework, the stimuli include ambient, design, The SOR paradigm suggests that the impact of environmental
and social cues. stimuli on consumer behavior is mediated by virtual experiences
In the online shopping environment, some researchers use (Animesh et al., 2011; Zhang et al., 2014). Generally, studies show
actual stimuli (Animesh, Pinsonneault, Yang, & Oh, 2011; Kim & that the effects of web atmospherics can be studied from two major
Lennon, 2010; Wang, Hernandez, & Minor, 2010), and others use perspectives. The first perspective includes cognitive reactions
customer assessments of the stimuli to denote the stimulus from the stimulus such as perceived usefulness (Parboteeah et al.,
segment of the model (Koo & Ju, 2010; Manganari, Siomkos, 2009). The second perspective refers to affective reactions from
Rigopoulou, & Vrechopoulos, 2011; Nath, 2009). Research on the the stimulus such as perceived enjoyment (Floh & Madlberger,
social factors of online shopping environment is growing in the 2013). According to Gao and Bai (2014), focusing on the cognitive
context of virtual community and social shopping sites (Hsiao et al., aspects is significant. Furthermore, there is a lack of investigations
2010; Lu et al., 2010). The present study adopts the SOR model using focus only on the cognitive responses of consumers, such as flow
interpersonal interaction factors as the environmental stimulus (S). experience, especially in social commerce.
The organism pertains to emotional and cognitive states and in- According to Ding, Hu, Verma, and Wardell (2010), flow expe-
cludes experiences (Jiang, Chan, Tan, & Chua, 2010). In the current rience has been treated as a basis to facilitate the creation of a
study, adapting from the research of Gao and Bai (2014), the or- compelling experience. Flow is a psychological state in which
ganism is the customer's cognitive judgment of the online con- people become completely involved within a stimulus, and it can be
sumers' experience, which is presented in the form of flow described as the whole experience that individuals feel when they
experience. The responses refer to website patronage intention are fully absorbed (Gao & Bai, 2014). Some scholars highlight the
308 H. Liu et al. / Computers in Human Behavior 58 (2016) 306e314

importance of flow in computer-mediated environments and sug- of members in social shopping sites and their knowledge of other
gest that the success of online vendors depends on their ability to group members (Liao et al., 2010). Familiarity can reduce uncer-
create opportunities for customers to experience flow (Gao & Bai, tainty (Hinds, Carley, Krackhardt, & Wholey, 2000), increase
2014; Hoffman & Novak, 1996; Hsu, Chang, & Chen, 2012). In cognitive trust (Komiak & Benbasat, 2006), and promote individual
computer-mediated environments, the interactivity among mem- social interactions. In addition, social interactions among con-
bers creates a sense of immersion and induces a state of flow for sumers in social commerce sites help in the purchase of a product,
users (Mollen & Wilson, 2010; Teng, Huang, Jeng, Chou, & Hu, and they lead consumers to generating a sense of self-worth or self-
2012). efficacy (Zhang et al., 2014). Consumers will then find social com-
In the application of the SOR model, many scholars identify the merce enjoyable and involving (Pagani & Mirabello, 2011). Con-
relationship between flow experience and purchase intention. For sumer participation in this involvement process may help lead
example, Animesh et al. (2011) explored the impact of technolog- them to be fully immersed in their activities, which could induce a
ical and spatial factors on purchase intention through the medi- sense of flow (Animesh et al., 2011). Therefore, this study argues
ating effect of flow, telepresence, and social presence. Gao and Bai that consumers who perceive familiarity with members in social
(2014) investigated the influence of website atmospheric cues on commerce sites may experience a state of flow.
purchase intention and satisfaction by applying flow as a mediator.
H3. Perceived familiarity is positively related to flow.
As flow is a broad concept in different contexts, many studies argue
that flow is a multidimensional concept with different components.
For example, Wang, Baker, Wagner, and Wakefield (2007) reported
that flow consists of control, interest, attention, and curiosity. Ac- 2.5. Purchase intention as response (R)
cording to Gao and Bai (2014), we define flow as a temporarily
unaware experience in which an individual engages in an social In social commerce, social media tools are used to support social
shopping activity in a social shopping website with total concen- interactions and user contributions to promote activities in the
tration, control, and enjoyment. process of selling and buying products (Wang & Zhang, 2012). Ac-
cording to Liao et al. (2010), customers are exposed to various
interpersonal attraction factors and influences, such as perceived
2.4. Interpersonal stimulus(S) and flow experience(O) expertise, perceived familiarity, perceived similarity, informational
influence, and normative influence, which will motivate their
Expertise is defined as a person's amount of knowledge about a subsequent behavior. Previous studies have demonstrated that
field (Liao et al., 2010). The expertise of the source in a group is consumer purchase intention could reflect consumer behavioral
important for information acceptance (Petty, Cacioppo, & Goldman, outcomes (Gao & Bai, 2014; Huang, 2013; Jiang et al., 2010).
1981), and people agree more with an expert's view when suffering Therefore, we use purchase intention, specifically purchase inten-
from social influence (Kelman, 1961). In the domain of a social tion in social commerce, as the response in the model. Our research
shopping site, members with higher expertise contribute useful is consistent with studies that use the SOR model and treat pur-
advice (Constant, Sproull, & Kiesler, 1996). The useful and relevant chase intention as the response (Jiang et al., 2010; Kim & Lennon,
message provided by group members will reduce information 2013; Wu, Lee, Fu, & Wang, 2013).
asymmetry and cost, leading to enjoyable experiences (Kim & Li,
2009). Moreover, consumers are likely to have higher levels of
2.6. Flow experience(O) and purchase intention(R)
interaction if useful and relevant information is provided
(MacKenzie & Lutz, 1989; Zhou, 2013). The involvement in the
Flow experience is a compelling experience that affects con-
interaction will make customers lose their self-awareness and
sumer behavior in online shopping (Koufaris, 2002) and social
experience a flow state (Gao & Bai, 2014). Therefore, we argue that
network games (Shin & Shin, 2011). Previous studies argued that
perceived expertise of group members in the social shopping
flow experience leads to specific behavioral outcomes (Gao & Bai,
environment will induce flow experience.
2014; Hsu et al., 2012; Zhang et al., 2014). Hoffman and Novak
H1. Perceived expertise is positively related to flow. (1996) suggested that individuals who experience flow states
would have higher satisfaction and loyalty than those who do not.
In the present study, similarity refers to the self-perceived
Koufaris (2002) posited that consumers who experience flow when
similarity of psychological traits (e.g., preferences and tastes) of
visiting an online store are likely to make unplanned purchases. In
members of social shopping sites. According to the similar-
social commerce, consumers who have experienced flow are likely
ityeattraction theory, individuals are attracted by those who are
to participate in social commerce activities (Zhang et al., 2014),
similar to them (Al-Natour, Benbasat, & Cenfetelli, 2005). Al-Natour
which affect customer purchase intention. Lee and Chen (2010) and
et al. (2005) pointed out that consumers' perceived similarity of
Gao and Bai (2014) noted that flow experience affects consumer
other members helps them enjoy interactions. Empirical studies
behavioral intention, such as the likelihood to purchase from the
demonstrate that social interactions are correlated with the expe-
website. We argue that participants who have compelling experi-
rience of flow (Animesh et al., 2011; Chang, 2013). Therefore, social
ences will become fully involved in their interactions in social
interaction enhances the level of enjoyment and makes virtual
shopping sites and will be more likely to buy products for their
experiences more enjoyable and engaging, thus leading to a flow
virtual existence (Animesh et al., 2011). On the basis of Animesh
state (Animesh et al., 2011). Therefore, we can infer that if con-
et al. (2011), we infer that consumers who enjoy their virtual ex-
sumers feel that the interaction is interesting, they will prefer to
istence are likely to spend more time and money in the purchase of
focus on the interaction and consequently enter a state of flow (Gao
products in social shopping sites. Building on past research, this
& Bai, 2014). The current study suggests that consumers who
study indicates that customers who experience a state of flow in
perceive similarity with members in social commerce sites are
social shopping sites are likely to purchase from the social com-
likely to experience a state of flow.
merce sites.
H2. Perceived similarity is positively related to flow.
H4. Flow experience is positively related to purchase intention in
In social shopping, familiarity refers to the previous interaction social commerce.
 H. Liu et al. / Computers in Human Behavior 58 (2016) 306e314 309

2.7. Mediating effect of flow experience IS Ph.D. students who are fluent in English were involved in the
translation process. The initial Chinese questionnaire was piloted
The present study tests for the mediating effect of flow experi- among some of our peers and online friends. Forty useful responses
ence. The SOR model provides a theoretical foundation for the were returned before being accepted as the final version. Several
mediating effect of flow experience. Studies that apply the SOR control variables were included in our model to ensure that
framework demonstrate that consumer internal state (organism) empirical results were not due to covariance with other variables.
can mediate between stimuli and consumer response behavior Previous literature suggests that consumers' gender, level of edu-
(Gao & Bai, 2014; Ha & Lennon, 2010; Yoon, 2012). For example, cation, and income may affect the intention to purchase on the
Manganari et al. (2011) investigated the impact of perceived online Internet (Fang et al., 2014; Pavlou & Fygenson, 2006). On the basis
store features (ease of use of the layout) on consumer responses of Lee, Qu, and Kim (2007), we included gender, education, and
(satisfaction and trust) and posited that consumer internal states income of shoppers as control variables in our study.
(pleasure and attitude) mediate such impact. Ha and Lennon (2010)
examined the mediating role of affective states between website 3.2. Survey design
design and consumer response behavior. Based on the SOR model
and previous studies on the mediating effects of internal cognitive We conducted a survey to test our research model. We chose the
states, the current study suggests that flow plays a mediating role survey method because this quantitative research method predicts
between the interpersonal interaction factors of the website and behavior and examines the relations between variables and con-
consumer responses. Fig. 1 shows the conceptual model of the structs (Newsted, Huff, & Munro, 1998). Besides, the survey method
current study. has been widely employed in investigating behaviors in social
H5. Flow mediates the relationship between interpersonal inter- commerce (Huang & Benyoucef, 2014; Zhang et al., 2014). To collect
action factors (perceived similarity, expertise, and familiarity) and our survey data, an online survey was used for the present study.
purchase intention. Our target population comprised online users of a particular web-
site. Using an online survey can maintain the consistency between
the research and data collection contexts. Moreover, an online
3. Methods survey has many advantages, such as wide reach. In addition, in our
research, the model is integrated and includes a lot of social vari-
3.1. Measurement development ables that are difficult to measure by other methods, such as case
studies or experiments. Thus we believe that survey is an appro-
In this study, the items used in the survey were adapted from priate method for the current study (Cheung & Lee, 2009).
existing research to fit the context of social commerce. We followed
the generally accepted suggestion on wording questions when 3.3. Data collection
developing and finalizing the questionnaire (Fang et al., 2014).
Perceived similarity was measured using four items adapted from We chose one of the largest social shopping website as the
Liao et al. (2010). Items for perceived expertise and familiarity were research context. At the same time, this website claimed to be a
also adapted from Liao et al. (2010). Items for flow were adapted fashion shopping website aiming to help users to make better
from Zhang et al. (2014). Items for purchase intention were adapted purchase decisions. On this website, registered users can establish
from Pavlou and Fygenson (2006). Appendix A lists the measure their own profiles, build relationships with other online consumers,
items and their related sources. and contact with other through using communication tools.
Seven-point Likert scales ranging from “strongly disagree” to Accordingly, we think this website is a suitable research context for
“strongly agree” were used to measure all items in the survey. To studying social commerce topic. We collected data through an
ensure content validity, we conducted an expert review to refine online survey, and our target samples were the registered users of
the instruments. All construct items were originally developed in this website. Only those users who have purchase experience in the
English. As our research was conducted in China, all instrument website were included in our survey. An online survey question-
items were translated to Chinese following the translation com- naire was created on an online survey website in China (www.
mittee approach (Van de Vijver & Leung, 1997). Four native Chinese wenjuanxing.com). Data were collected from one channel. The

Fig. 1. Conceptual model of this study.

310 H. Liu et al. / Computers in Human Behavior 58 (2016) 306e314

online questionnaire was distributed through email to potential et al., 1998). Specifically, we assessed the measurement model by
users with the help of an online survey website. To encourage testing the content, convergent, and discriminant validities. By
participation in our study, respondents were told that they would reviewing the relevant literature and pilot testing the instrument,
be rewarded with 300 points that could be used to exchange for we assessed the content validity. During this process, we dropped
money if they completed the survey. Finally, 349 valid responses some items because of their item-to-total correlations. Convergent
were obtained for the final data analysis. Table 1 shows the de- validity was assessed by testing the value of the factor loadings,
mographic profiles of the respondents. Cronbach's alpha, composite reliability, and average variance
extracted (AVE). The results of the confirmatory factor analysis
3.4. Data analysis show that all item loadings are above 0.7. The threshold levels for
Cronbach's alpha, composite reliability, and average variance are
To test our measurement and structural model, we choose the 0.7, 0.7, and 0.5, respectively (Flynn, Sakakibara, Schroeder, Bates, &
structural equation modeling using partial least squares (PLS) Flynn, 1990; Fornell & Larcker, 1981; Hair et al., 1998; Nunally &
estimation. The PLS is a powerful technique, which combines the Bernstein, 1978). As shown in Table 2, the Cronbach's alpha and
principal components analysis (CFA) and regresstion, to estimate composite reliability values are above 0.8, and the AVE of all con-
the measurement and structural model simultaneously (Hair, structs is above 0.7. Therefore, the results indicate good convergent
Anderson, Tatham, & Black, 1998). In the current study, we used validity.
the software of Smart-PLS 2.0 to conduct the PLS estimation. Ac- Discriminant validity determines whether the measures of a
cording to Barnes (2011), the Smart-PLS 2.0 is better equipped to construct are distinct from other constructs. To assess discriminant
deal with formative measures and moderating relationships. validity, we adopted two approaches (Gefen & Straub, 2005). First,
Tamjidyamcholo, Gholipour, Baba, and Yamchello (2013) posited according to Fornell and Larcker (1981), we assessed the discrimi-
that Smart PLS is not only able to formulate a formative model for nant validity by comparing the relationship between the correla-
latent constructs but also demands fewer requirements to verify a tions among constructs and the square root of the AVE of
model. Thus, we used Smart PLS 2.0 software to examine both the constructs. As shown in Table 3, the square roots of the AVE are
CFA and the structural model in our study. higher than the correlations among constructs, thus indicating
good discriminant validity. Second, we examined the items in the
item loadings and cross-loadings to construct the correlations. As
4. Results shown in Table 4, all the item loadings of the corresponding con-
structs are higher than the cross-loading values of the other latent
4.1. Common method bias variables, thus suggesting sufficient discriminant validity.
To ensure that multicollinearity was not an issue, we examined
When all data were perceptual and collected from a single the variance inflation factors (VIFs) and tolerance values of the
source at the same point of time, the issue of common method bias independent values. When VIFs are lower than 10 or when toler-
might be a threat to the validity of the research (Podsakoff, ance values are higher than 0.1, multicollinearity may not be an
MacKenzie, Lee, & Podsakoff, 2003). In our study, common issue (Mason & Perreault, 1991). The results indicate that the VIF
method bias was examined using Harman's single factor test. The values range from 1.638 to 2.322. Therefore, multicollinearity is not
analysis finally showed that all the items can be categorized into an important issue in this study.
five factors, and the first factor explains only 14.85% of the variance.
These results suggested that common method bias was not a 4.3. Structural model
serious concern in the present study.
After demonstrating the validity of the measurement model, we
4.2. Measurement model tested the hypothesized relationships using Smart PLS. Fig. 2 shows
the results of the Smart PLS analysis on the full dataset. The results
The measurement model were examined based on the CFA (Hair indicate that perceived expertise (b ¼ 0.231, p < 0.001), perceived
similarity (b ¼ 0.427, p < 0.001), and perceived familiarity
(b ¼ 0.220, p < 0.01) have positive effects on flow. Therefore, H1, H2,
Table 1
and H3 are supported. Flow has a significant effect on purchase
Demographics of respondents.
intention (b ¼ 0.557, p < 0.001), thus supporting H4. The model
Demographics Frequency Percentage (%) illustrates that 54.0% of the variance exists in flow, and 41.8% of the
Gender variance is related to purchase intention. Only one control variable
Male 90 25.8% (income) has a significant effect on flow.
Female 259 74.2%
Further, we tested the structural model for the old and young
Age range
Below 25 171 49.0% users separately. Specifically, Heinonen and Strandvik (2007) sug-
25e29 138 39.5% gested that age is a key differentiator of responses to digital media
30e39 32 9.2% between younger and older consumers. The results of the study of
Above 40 8 2.3% Barutçu (2007) demonstrate that younger consumers tend to have
Educational level
High school or below 6 1.7%
more positive attitudes than older customers about mobile enter-
Junior college 25 7.2% tainment. In the study of Persaud and Azhar (2012), 18- to 25-year-
University 294 84.2% old customers comprised most Internet consumers (Table 1). In
Master or above 24 6.9% terms of age, 49% of the respondents were below 24, and 51% were
Personal income in RMB (monthly)
25 years old or older. To explore the impact of age on our research
Below 1000 106 30.4%
1000e1999 40 11.5% model, the respondents in our study were divided into two groups:
2000e3999 56 16.0% (1) those less than 25 years old called young users and (2) those
4000e5999 72 20.6% over 25 years old called old users.
6000e7999 41 11.8% Fig. 3 shows that perceived familiarity for old users (b ¼ 0.342,
Above 8000 34 9.7%
p < 0.001) has a positive effect on flow experience, and perceived
 H. Liu et al. / Computers in Human Behavior 58 (2016) 306e314 311

Table 2
Results of the confirmatory factor analysis.

Constructs Items Loading Cronbach’ s alpha Composite reliability Average Variance extracted

Perceived Similarity (PS) PS1 0.877 0.884 0.920 0.741

PS2 0.857
PS3 0.861
PS4 0.849
Perceived Expertise (PE) PE1 0.911 0.917 0.942 0.801
PE2 0.889
PE3 0.914
PE4 0.865
Perceived Familiarity (PF) PF1 0.882 0.926 0.947 0.817
PF2 0.920
PF3 0.919
PF4 0.895
Flow Experience (FL) FL1 0.811 0.847 0.897 0.686
FL2 0.872
FL3 0.807
FL4 0.821
Purchase Intention (PUI) PUI1 0.916 0.938 0.956 0.844
PUI2 0.927
PUI3 0.914
PUI4 0.917

Note: All factor loading are significant at the p < 0.001 level.

Table 3
Correlations among constructs.

Constructs AVE Cronbatch alpha 1 2 3 4 5

1. Perceived Expertise 0.801 0.917 0.895

2. Perceived Similarity 0.741 0.884 0.576 0.861
3. Perceived Familiarity 0.817 0.926 0.445 0.516 0.904
4. Flow Experience 0.686 0.847 0.575 0.673 0.543 0.828
5. Purchase Intention 0.844 0.938 0.539 0.561 0.513 0.617 0.919

Note: Diagonal elements are the square root of the average variance extracted of each construct; Pearson correlations are shown below the diagonal.

Table 4 behavior (purchase intention). We used the bootstrapping

Item loadings and cross loadings. approach (Preacher & Hayes, 2008; Shrout & Bolger, 2002) to test
Constructs Items PS PE PF FL PUI
the mediating effect. Table 5 shows that the indirect effect of flow
experience on the relationship between perceived expertise and
Perceived Similarity (PS) PS1 0.877 0.492 0.492 0.595 0.482
purchase intention is significant with a 95% bootstrap confidence
PS2 0.857 0.477 0.458 0.574 0.463
PS3 0.861 0.513 0.396 0.565 0.481 interval, excluding zero (CI.95 ¼ 0.0471, 0.1397). This finding sug-
PS4 0.849 0.502 0.428 0.584 0.506 gests that flow experience mediates the effect of perceived exper-
Perceived Expertise (PE) PE1 0.529 0.911 0.359 0.532 0.495 tise on purchase intention. The indirect effect of perceived
PE2 0.477 0.889 0.391 0.483 0.470
similarity on purchase intention is also significant (CI.95 ¼ 0.0667,
PE3 0.520 0.914 0.404 0.488 0.453
PE4 0.530 0.865 0.437 0.548 0.505
0.1803). Moreover, the mediating effect of perceived familiarity is
Perceived Familiarity (PF) PF1 0.487 0.453 0.882 0.525 0.479 valid (CI.95 ¼ 0.0239, 0.0880).
PF2 0.436 0.333 0.920 0.447 0.432
PF3 0.445 0.368 0.919 0.450 0.423
PF4 0.488 0.438 0.895 0.526 0.509 5. Discussion and conclusion
Flow experience (FL) FL1 0.568 0.524 0.379 0.811 0.542
FL2 0.592 0.506 0.527 0.872 0.562 This study explores the role of flow experience in influencing
FL3 0.524 0.410 0.433 0.807 0.476
customers' purchase intention in social shopping sites based on the
FL4 0.543 0.456 0.454 0.821 0.455
Purchase Intention (PUI) PUI1 0.487 0.503 0.461 0.538 0.916 SOR framework from the perspective of interpersonal interaction.
PUI2 0.521 0.497 0.474 0.580 0.927 According to Liao et al. (2010), we classify interpersonal attraction
PUI3 0.540 0.490 0.478 0.549 0.914 factors into perceived expertise, similarity, and familiarity. Then,
PUI4 0.512 0.491 0.473 0.597 0.917 we investigate the differences in the influence of three interper-
sonal interaction factors on flow experience and the impact of flow
experience on purchase intention according to age. The findings of
familiarity for young users has no effect on flow experience, our research support all the hypotheses, thus confirming that flow
t ¼ 3.97. The results indicate that the impact of flow experience on experience is a useful predictor of purchase intention in social
purchase intention is stronger for old users (b ¼ 0.64, p < 0.001) commerce.
than for young users (b ¼ 0.45, p < 0.001), t ¼ 4.19. Our findings present that all three interpersonal attraction fac-
tors significantly affect flow experience in social commerce.
4.4. Mediation analyses Perceived similarity of group members seems to be more important
than perceived expertise and perceived familiarity of group mem-
H5 posits that consumer flow experience mediates the effect of bers in the context of social commerce. We also find that flow
the interpersonal interaction factors on consumer's response experience has a positive impact on purchase intention, which
312 H. Liu et al. / Computers in Human Behavior 58 (2016) 306e314

Fig. 2. Results of the research model tests.

Fig. 3. Results of the research model tests of young users (old users).

Table 5 involved in social shopping sites to obtain more useful purchase

Bootstrapping results.
advice. For old social shopping consumers, perceived familiarity
95% Bootstrap confidence intervals for indirect effect and similarity of other members on a social shopping site are more
Flow experience important drivers than perceived expertise in inducing flow
experience. Considering perceived familiarity of group members,
Effect SE CIs
old users tend to experience stronger flow state than young users. A
Perceived expertise 0.090 0.023 (0.047,0.140) possible explanation is that older consumers pay more attention to
Perceived similarity 0.120 0.286 (0.067,0.180)
building social bonds than younger consumers. When respondents
Perceived familiarity 0.053 0.017 (0.024,0.088)
experience flow state, old users are more likely to purchase from
social shopping sites than young users. A potential illustration is
corresponds with the study of Gao and Bai (2014). Therefore, con- that flow experience is more important for old users than young
sumers entering a flow state in a social shopping site will likely users when making purchase decisions.
purchase from that website.
Furthermore, Fig. 3 shows the differences between young and 6. Limitations and future directions
old users. For young social shopping consumers, the impact of
similarity perceived by consumers tends to be more influential than Our study has several limitations. First, this study was con-
perceived expertise on the formation of flow state. A possible ducted with data collected from a social shopping site in China. The
explanation is that young consumers prefer to interact with results of this study might be different had the model been retested
members who have similar tastes with them rather than experts. in a different context or in a different cultural environment. In the
Our results also indicate that perceived familiarity has no effect on future, scholars should further test and validate our findings in
flow experience for young consumers. A potential explanation is different contexts and cultural environments. Second, because of
that the motivation of young consumers who participate in social the features of the focal social shopping sites in the study, the
commerce is more likely to obtain purchase advice rather than participants of this study were mainly females. Therefore, future
build social bonds with members in social commerce. This group is research should study male-oriented social shopping sites and
 H. Liu et al. / Computers in Human Behavior 58 (2016) 306e314 313

provide more insights into the differences between male and fe- social shopping sites. First, our study helps managers to understand
male shoppers' shopping behavior. Third, our study was cross the formation of flow experience thoroughly in social commerce. As
sectional. As social shopping sites are dynamic in their develop- interpersonal attraction factors significantly affect customer flow
ment, future research can use a longitudinal design to identify the experience, practitioners should focus on enhancing the interper-
roles and effects of interpersonal interaction factors perceived by sonal attraction of social shopping sites and pay more attention to
consumers in social shopping sites. the factors of perceived expertise, similarity, and familiarity.
Second, our study provides a new insight into the different users
7. Research implications of social shopping sites. For users in social shopping sites, especially
for young users, the role of similarity seems to be more important
7.1. Theoretical implications than the role of familiarity. Therefore, different types of groups
should be constructed in social shopping sites to help young
Our study makes important contributions to the existing litera- members find people who have similar likes and tastes. As for the
ture. First, this study extends the extant literature by testing and role of familiarity, old users seem to focus on this factor. Therefore,
validating a model that incorporates interpersonal drivers of flow for those groups in which more old users participate, frequent
experience in social commerce. Flow experience is proved to be an member interactions should be encouraged.
important predictor of social commerce participation (Zhang et al.,
2014). Moreover, interpersonal interaction factors play a useful role Acknowledgements
in the context of virtual community, which is similar to the social
commerce. Only a few studies have examined the flow experience in The work described in this paper was supported by the grants
social commerce, especially from the perspective of interpersonal from “the National Natural Science Foundation of China” (NSFC:
attraction. Therefore, our study enriches the literature on the drivers 71571169, 71571177, 71201150, and 71332001); and supported by
of flow experience. The results indicate that interpersonal interac- “the Fundamental Research Funds for the Central Universities”
tion enhances flow experience. To the best of our knowledge, this (WK2040000009).
study is among the first to empirically test the effects of three kinds
of interpersonal interaction factors (perceived expertise, similarity, Appendix A

Survey Questionnaire Items

Constructs Items Measures Sources

Perceived expertise PE1 Some members on this website are very knowledgeable about fashion and beauty products. (Liao et al., 2010)
PE2 Some members on this website are experts in fashion and beauty products.
PE3 Some members on this website are highly experienced in fashion and beauty products.
PE4 Compared with other sites, this website contains much information and knowledge about fashion and beauty
products.
Perceived similarity PS1 As regards the styles in fashion and beauty products, I am similar to some members on this website. (Liao et al., 2010)
PS2 As regards the tastes in fashion and beauty products, I am similar to some members on this website.
PS3 As regards my likes and dislikes about fashion and beauty products, I am similar to some members on this website.
PS4 As regards preferences in fashion and beauty products, I am similar to some members on this website.
Perceived PF1 Members of this website are as familiar to me as good friends are. (Liao et al., 2010)
familiarity PF2 I have frequent interactions with other members of this website by writing or replying to articles.
PF3 The members on this website are familiar to me.
PF4 I keep close contact with this website members.
Flow experience FL1 It is fun to interact on this website. (Zhang et al., 2014)
FL2 The interaction on this website is interesting.
FL3 When shopping on this website, I feel the excitement of exploring.
FL4 I am absorbed when shopping on this website.
Purchase intention PUI1 Whenever I need to shop, I intend to purchase products on this website. (Pavlou & Fygenson,
PUI2 Whenever I need to shop, I plan to purchase products on this website. 2006)
PUI3 I predict that I will purchase products on this website.
PUI4 It is highly likely that I will purchase products on this website.

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