Abstract
Cognitive Flow’ is a psychological construct that refers to the experience of being mentally immersed whilst undertaking a particular activity. Such immersion has been found to lead to optimum performance and/or experience in the activity being undertaken. The concept originated, and has been applied, in the fields of the arts, music and sport. Evidence now indicates that the construct has relevance in consumers’ use of the Internet and specifically in online shopping. The predominant method used to measure Cognitive Flow in consumer behaviour has been subjective self-report predominantly using multi-item questionnaires. This method has recognised weaknesses including that items used may overlap with measures of other marketing concepts thus reducing validity. The aim of the study is to extend our understanding of Cognitive Flow in the context of online shopping by investigating the measurement of the construct during product information search by consumers. The objective is to identify and validate a more objective measure via the use of eye-tracking technique. Data was collect from both the eye tracker and from self-report questionnaires and the data compared in terms of its ability to identify Cognitive Flow in consumers’ online experiences and early findings are presented.
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University of Reading Malaysia
Persiaran Graduan, Kota Ilmu, EduCity, 79200 Iskandar Puteri, Johor, Malaysia.
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