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Volume 16
Issue 2
10.4067/S0718-18762021000200112
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Journal of Theoretical and Applied Electronic Commerce Research is published by MDPI from Volume 16 Issue 3 (2021). Previous articles were published by another publisher in Open Access under a CC-BY 3.0 licence, and they 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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Article

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

by
Yuanhong Ma
1,
Yunzhong Cao
2,
Liangqiang Li
3,
Jing Zhang
4 and
Addo Prince Clement
5
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
J. Theor. Appl. Electron. Commer. Res. 2021, 16(2), 170-187; https://doi.org/10.4067/S0718-18762021000200112
Submission received: 25 June 2019 / Revised: 5 August 2020 / Accepted: 10 August 2020 / Published: 28 October 2020
Versions Notes

Abstract

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

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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. https://doi.org/10.4067/S0718-18762021000200112

AMA Style

Ma Y, Cao Y, Li L, Zhang J, Clement AP. Following the Flow: Exploring the Impact of Mobile Technology Environment on User’s Virtual Experience and Behavioral Response. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(2):170-187. https://doi.org/10.4067/S0718-18762021000200112

Chicago/Turabian Style

Ma, Yuanhong, Yunzhong Cao, Liangqiang Li, Jing Zhang, and Addo Prince Clement. 2021. "Following the Flow: Exploring the Impact of Mobile Technology Environment on User’s Virtual Experience and Behavioral Response" Journal of Theoretical and Applied Electronic Commerce Research 16, no. 2: 170-187. https://doi.org/10.4067/S0718-18762021000200112

APA Style

Ma, Y., Cao, Y., Li, L., Zhang, J., & Clement, A. P. (2021). Following the Flow: Exploring the Impact of Mobile Technology Environment on User’s Virtual Experience and Behavioral Response. Journal of Theoretical and Applied Electronic Commerce Research, 16(2), 170-187. https://doi.org/10.4067/S0718-18762021000200112

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