MEXICAN CONSUMERS’ FLOW SEARCH EXPERIENCE: A STUDY PROPOSAL

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.