Abstract

The aim of this paper is to study the relationship between customers’ online flow experience and the perceived quality of a brand website. First, we reviewed flow and perceived quality studies in the literature, and distinguished the flow construct from other similar concepts. Second, we proposed a conceptual diagram for a better understanding and a visual representation of the relationships between the two sets of variables. Third, we identified in the literature, scales for measuring online flow and perceived quality, and ran a factor analysis, followed by a reliability analysis of the scales used. In order to address our research problem - how can the flow theory be used to increase the perceived quality of a brand website - we used a quasi-experimental design. The first phase of our study consisted of selecting a brand website: InPașcani, and establishing a task scenario. The second phase involved data collection. Through an email marketing platform we sent 890 emails containing an invitation to participate in the study. The sample used was nonprobabilistic. The opening rate of emails containing the invitation was 32.5%, with a 10% click rate on the link to participate in our study. At the end of this second phase, June 24, 2013 - July 3, 2013, we received 67 answers, of which 62 were valid. In order to test our hypotheses, we conducted a series of bivariate correlations for testing the relationship between the two sets of variables, and a simple linear regression analysis to examine the causal relationship between online flow state and the perceived quality of a brand website. We found that flow is an important construct that can be used by marketers in order to increase the perceived quality of a brand website. Finally, we discussed the limitations of our study and offered suggestions for future research.