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Unformatted text preview: Applying the Technology Acceptance Model and Flow theory to Online Consumer Behavior Chi-Wen Chen Blending TAM, flow theory and environmental psychology, this study has a great theoretical contribution in crossing traditional boundaries by integrating Information Systems, Marketing and Psychological perspectives to explore online repurchase intention and unplanned purchase. Furthermore, the finding of the dual nature of the online consumers as a traditional shopper provides a theoretical basis of the utilitarian and hedonic shopping values in the online context. Contrary to our expectation, interestingly, no significant relationship between shopping enjoyment and unplanned purchases has been found in this study. While the author gave us a possible explanation for this result, I believe few practical implications exist. First, online consumers who are the first time to visit a new website, like students entering a new classroom, may be more likely to pay more attention on what s/he should do rather than doing something that is not in their...
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This note was uploaded on 10/01/2010 for the course MBA 111 taught by Professor Chris during the Spring '10 term at Abilene Christian University.
- Spring '10