MEXICAN CONSUMERS’ FLOW SEARCH EXPERIENCE: A STUDY PROPOSAL

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

Research output: Chapter in Book/Report/Conference proceedingConference 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 languageEnglish
Title of host publicationPROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS
EditorsJoonas Kishwar, Türkan Dursun-Kilic
PublisherASSOCIATION OF COLLEGIATE MARKETING EDUCATORS
ChapterCONSUMER BEHAVIOR AND CUSTOMER RELATIONSHIP MANAGEMENT
Pages19-27
Number of pages9
Publication statusPublished - Mar 2018
Event45th Annual Meeting of the Association of Collegiate Marketing Educators. Alburquerque, USA - Alburrquerque, Alburquerque, United States
Duration: 7 Mar 201810 Mar 2018
Conference number: 45
http://acme-fbd.org/Proceedings/ACME_2018_Proceedings.pdf

Publication series

NamePROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS
PublisherASSOCIATION OF COLLEGIATE MARKETING EDUCATORS
ISSN (Electronic)2476-2555

Conference

Conference45th Annual Meeting of the Association of Collegiate Marketing Educators. Alburquerque, USA
Abbreviated titleACME 2018
CountryUnited States
CityAlburquerque
Period7/3/1810/3/18
Internet address

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  • 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