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Journal of Theoretical and Applied Electronic Commerce Research is published by MDPI from Volume 16 Issue 3 (2021). Articles in this Issue were published by another publisher in Open Access under a CC-BY 3.0 licence. Articles are hosted by MDPI on mdpi.com as a courtesy and upon agreement with Faculty of Engineering of the Universidad de Talca.

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Open AccessArticle

Following the Flow: Exploring the Impact of Mobile Technology Environment on User’s Virtual Experience and Behavioral Response

1
Beihang University, School of Economics and Management, Beijing, China
2
Sichuan Agricultural University, College of Architecture and Urban-rural Planning, Chengdu, China
3
Sichuan Agricultural University, Business School, Chengdu, China
4
Harbin Institute of Technology, School of Management, Harbin, China
5
University of Electronic Science and Technology of China, School of Management and Economics, Chengdu, China
*
Author to whom correspondence should be addressed.
J. Theor. Appl. Electron. Commer. Res. 2021, 16(2), 170-187; https://doi.org/10.4067/S0718-18762021000200112 (registering DOI)
Received: 25 June 2019 / Revised: 5 August 2020 / Accepted: 10 August 2020 / Published: 28 October 2020
Although the increasing mobile technology applies in our daily lives, there remain questions that clearly illustrate the experience inspired by the mobile technology environment. It is theoretically and practically meaningful to systematically reveal how mobile technology generates users’ virtual experience and, subsequently, the behavioral response. To fill the gaps, drawing on the Stimulus-Organism-Response model, this paper regards flow as the core experience based on the features of the mobile users’ experience. The framework is that mobile technology will promote users’ virtual experience, and in turn, affect their behavioral response. This study uses online survey data from 452 respondents. We employ the structural equation model based on the partial least squares method and further mediation analysis by the Sobel test to validate the research hypotheses. Our results show that the mobile technology environment has a significantly positive effect on users’ purchase intention/return mediated by the virtual experience. However, the direct relationship between ubiquity and flow, as well as telepresence and intention to purchase/return, are not significant. Finally, a few theoretical and managerial contributions are also discussed.
Keywords: mobile technology; flow, virtual experience; behavioral response; structural equation model mobile technology; flow, virtual experience; behavioral response; structural equation model
MDPI and ACS Style

Ma, Y.; Cao, Y.; Li, L.; Zhang, J.; Clement, A.P. Following the Flow: Exploring the Impact of Mobile Technology Environment on User’s Virtual Experience and Behavioral Response. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 170-187.

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