Customer Satisfaction in Online Stock Trading Services: Examining the Antecedents and Consequence of Flow Experience
نویسندگان
چکیده
While prior research has examined customer satisfaction in retailing and e-commerce settings, online trading services has received little research attention. To understand customer satisfaction better in this fast-growing service, we investigated the role of flow experience, a sensation that occurs with significant cognitive involvement in the online trading process. We focused on experience clues and flow construct and examined how experience clues affect the cognitive states of flow experience, which in turn determine customer satisfaction. Building on flow construct and total experience design, we proposed a structural model and empirically tested relevant hypotheses using the responses from online investors. Our data supported the model and most of the hypotheses it suggests. Our results shed light on important antecedents and consequences of experience flows in online stock trading services.
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