Going with the flow: linking flow, brand attitudes, and purchase intent in virtual worlds
David Paradice, Molly McLure Wasko, Robert E. Hooker · DigiNole (Florida State University) · 2010
The purpose of this study was to examine ways to improve marketing efforts to virtual world participants on the part of brands. In addressing this issue, this study built and tested a full model of flow, separating the perceptions associated with the activity from the resulting mental state. This research also connected flow with brand attitudes and with behavioral intentions regarding online shopping. Data collected from 348 virtual world participants confirm that flow can be defined as a separate mental state with at least two antecedents, as opposed to a unidemensional construct. Additionally, a participants level of flow should have a positive and direct impact upon his/her attitude about a brand and its associated products.