Going with the Flow: Predicting Online Purchase Intentions

A theoretical model that combines flow theory with the Theory of Reasoned Action is proposed and empirically tested. Data was gathered via a sample survey, which was completed by 342 undergraduate college students. Two-phase structural equation modeling was utilized to verify construct validity and test proposed relationships. The study establishes the psychological state of flow as an important independent variable influencing both Web exploratory behavior and attitude toward purchasing online. In turn, attitude toward purchasing online was found to influence behavioral intentions to engage in online purchase transactions. Exploratory behavior was also identified as an independent variable exerting a significant effect on online purchasing attitude. The resultant model explains 60% of individuals' intentions to make purchases online. Key theoretical and managerial implications are discussed.