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Online Flow: Effects of Perceived Challenges Measured Before and After a Shopping Task
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  • Journal title : Fashion, Industry and Education
  • Volume 14, Issue 1,  2016, pp.10-17
  • Publisher : The Costume Culture Association
  • DOI : 10.7741/fie.2016.14.1.010
 Title & Authors
Online Flow: Effects of Perceived Challenges Measured Before and After a Shopping Task
Shim, Soo In; Kwon, Wi-Suk;
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The purpose of this study is to examine the difference between perceived challenges measured before and after shopping online for fashion products and their effects in leading to flow. An online survey including an online shopping task was conducted with a national sample of 500 adult consumers recruited in the U.S.A. The paired t-test results show that perceived challenge measured before the task is significantly higher than perceived challenge measured after the task. ANOVA results further show that the interaction effect between skill and challenge on flow is significant only when perceived challenge is measured after that task. Implications of the findings and recommendations for further research are also discussed.
 Cited by
Perceived challenges in fashion shopping online:Scale development and validation, The Research Journal of the Costume Culture, 2016, 24, 6, 709  crossref(new windwow)
Perceived challenges in fashion shopping online: Scale development and validation, The Research Journal of the Costume Culture, 2016, 24, 6, 709  crossref(new windwow)
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