MEXICAN CONSUMERS’ FLOW SEARCH EXPERIENCE: A STUDY PROPOSAL

Joonas Kishwar; Ahmed Mahfouz; Diana Davila Ruiz; Claudia Jaquelina Gonzalez

MEXICAN CONSUMERS’ FLOW SEARCH EXPERIENCE: A STUDY PROPOSAL

Joonas Kishwar, Ahmed Mahfouz, Diana Davila Ruiz, Claudia Jaquelina Gonzalez

Departamento de Educación

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

Consumers display two patterns of online search behavior. Link-dominant consumers are highly engaged with the site, and indulge in site exploration. On the other hand, search-dominant consumers are highly focused in search of specific information or fulfilling a task. Their search behavior involves the features and interface provides by the site, also known as site interactive modality. The multimedia features of a site typify it as either static or dynamic. This study, in a laboratory experimental setting, presents a review of current literature relating to the consumer’s flow search experience created by browsal search behavior and site interactive modality.
Consumers feel a heightened state of concentration and enjoyment when absorbed in online search, which is known as experience flow search experience. Through a laboratory experiment in Mexico, we present a proposal to measure the effect of browsal search behavior, site interactive modality, and gender on flow search experience.

Original language	English
Title of host publication	PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS
Editors	Joonas Kishwar, Türkan Dursun-Kilic
Publisher	ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS
Chapter	CONSUMER BEHAVIOR AND CUSTOMER RELATIONSHIP MANAGEMENT
Pages	19-27
Number of pages	9
Publication status	Published - Mar 2018
Event	45th Annual Meeting of the Association of Collegiate Marketing Educators. Alburquerque, USA - Alburrquerque, Alburquerque, United States Duration: 7 Mar 2018 → 10 Mar 2018 Conference number: 45 http://acme-fbd.org/Proceedings/ACME_2018_Proceedings.pdf

Publication series

Name	PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS
Publisher	ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS
ISSN (Electronic)	2476-2555

Conference

Conference	45th Annual Meeting of the Association of Collegiate Marketing Educators. Alburquerque, USA
Abbreviated title	ACME 2018
Country/Territory	United States
City	Alburquerque
Period	7/3/18 → 10/3/18
Internet address	http://acme-fbd.org/Proceedings/ACME_2018_Proceedings.pdf

Access to Document

http://acme-fbd.org/Proceedings/ACME_2018_Proceedings.pdf

Cite this

Kishwar, J., Mahfouz, A., Davila Ruiz, D., & Gonzalez, C. J. (2018). MEXICAN CONSUMERS’ FLOW SEARCH EXPERIENCE: A STUDY PROPOSAL. In J. Kishwar, & T. Dursun-Kilic (Eds.), PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS (pp. 19-27). (PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS ). ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS. http://acme-fbd.org/Proceedings/ACME_2018_Proceedings.pdf

Kishwar, Joonas ; Mahfouz, Ahmed ; Davila Ruiz, Diana et al. / MEXICAN CONSUMERS’ FLOW SEARCH EXPERIENCE: A STUDY PROPOSAL. PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS . editor / Joonas Kishwar ; Türkan Dursun-Kilic . ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS, 2018. pp. 19-27 (PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS ).

@inproceedings{5ae8028b5e7e4fbcbce37c6db1296feb,

title = "MEXICAN CONSUMERS{\textquoteright} FLOW SEARCH EXPERIENCE: A STUDY PROPOSAL",

abstract = "Consumers display two patterns of online search behavior. Link-dominant consumers are highly engaged with the site, and indulge in site exploration. On the other hand, search-dominant consumers are highly focused in search of specific information or fulfilling a task. Their search behavior involves the features and interface provides by the site, also known as site interactive modality. The multimedia features of a site typify it as either static or dynamic. This study, in a laboratory experimental setting, presents a review of current literature relating to the consumer{\textquoteright}s flow search experience created by browsal search behavior and site interactive modality.Consumers feel a heightened state of concentration and enjoyment when absorbed in online search, which is known as experience flow search experience. Through a laboratory experiment in Mexico, we present a proposal to measure the effect of browsal search behavior, site interactive modality, and gender on flow search experience. ",

author = "Joonas Kishwar and Ahmed Mahfouz and {Davila Ruiz}, Diana and Gonzalez, {Claudia Jaquelina}",

year = "2018",

month = mar,

language = "English",

series = "PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS ",

publisher = "ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS",

pages = "19--27",

editor = "Joonas Kishwar and {Dursun-Kilic }, T{\"u}rkan",

booktitle = "PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS",

address = "United States",

note = "45th Annual Meeting of the Association of Collegiate Marketing Educators. Alburquerque, USA, ACME 2018 ; Conference date: 07-03-2018 Through 10-03-2018",

url = "http://acme-fbd.org/Proceedings/ACME_2018_Proceedings.pdf",

}

Kishwar, J, Mahfouz, A, Davila Ruiz, D & Gonzalez, CJ 2018, MEXICAN CONSUMERS’ FLOW SEARCH EXPERIENCE: A STUDY PROPOSAL. in J Kishwar & T Dursun-Kilic (eds), PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS . PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS , ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS, pp. 19-27, 45th Annual Meeting of the Association of Collegiate Marketing Educators. Alburquerque, USA, Alburquerque, New Mexico, United States, 7/3/18. <http://acme-fbd.org/Proceedings/ACME_2018_Proceedings.pdf>

MEXICAN CONSUMERS’ FLOW SEARCH EXPERIENCE: A STUDY PROPOSAL. / Kishwar, Joonas; Mahfouz, Ahmed; Davila Ruiz, Diana et al.

PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS . ed. / Joonas Kishwar; Türkan Dursun-Kilic . ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS, 2018. p. 19-27 (PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS ).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

TY - GEN

T1 - MEXICAN CONSUMERS’ FLOW SEARCH EXPERIENCE: A STUDY PROPOSAL

AU - Kishwar, Joonas

AU - Mahfouz, Ahmed

AU - Davila Ruiz, Diana

AU - Gonzalez, Claudia Jaquelina

N1 - Conference code: 45

PY - 2018/3

Y1 - 2018/3

N2 - Consumers display two patterns of online search behavior. Link-dominant consumers are highly engaged with the site, and indulge in site exploration. On the other hand, search-dominant consumers are highly focused in search of specific information or fulfilling a task. Their search behavior involves the features and interface provides by the site, also known as site interactive modality. The multimedia features of a site typify it as either static or dynamic. This study, in a laboratory experimental setting, presents a review of current literature relating to the consumer’s flow search experience created by browsal search behavior and site interactive modality.Consumers feel a heightened state of concentration and enjoyment when absorbed in online search, which is known as experience flow search experience. Through a laboratory experiment in Mexico, we present a proposal to measure the effect of browsal search behavior, site interactive modality, and gender on flow search experience.

AB - Consumers display two patterns of online search behavior. Link-dominant consumers are highly engaged with the site, and indulge in site exploration. On the other hand, search-dominant consumers are highly focused in search of specific information or fulfilling a task. Their search behavior involves the features and interface provides by the site, also known as site interactive modality. The multimedia features of a site typify it as either static or dynamic. This study, in a laboratory experimental setting, presents a review of current literature relating to the consumer’s flow search experience created by browsal search behavior and site interactive modality.Consumers feel a heightened state of concentration and enjoyment when absorbed in online search, which is known as experience flow search experience. Through a laboratory experiment in Mexico, we present a proposal to measure the effect of browsal search behavior, site interactive modality, and gender on flow search experience.

M3 - Conference contribution

T3 - PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS

SP - 19

EP - 27

BT - PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS

A2 - Kishwar, Joonas

A2 - Dursun-Kilic , Türkan

PB - ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS

T2 - 45th Annual Meeting of the Association of Collegiate Marketing Educators. Alburquerque, USA

Y2 - 7 March 2018 through 10 March 2018

ER -

Kishwar J, Mahfouz A, Davila Ruiz D, Gonzalez CJ. MEXICAN CONSUMERS’ FLOW SEARCH EXPERIENCE: A STUDY PROPOSAL. In Kishwar J, Dursun-Kilic T, editors, PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS . ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS. 2018. p. 19-27. (PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS ).

MEXICAN CONSUMERS’ FLOW SEARCH EXPERIENCE: A STUDY PROPOSAL

Abstract

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