Merchandising/Marketing/Retailing: Branding

Exploring Antecedents of Online Flow in Shopping for Apparel Products

  • Soo In Shim (Chonbuk National University/ Research Institute of Human Ecology at Chonbuk National University)
  • Wi-Suk Kwon (Auburn University)
  • Sandra Forsythe (Auburn University)


The purpose of this study was to explore the role of various dimensions of skills and challenges as antecedents to flow in online apparel shopping. An online survey was conducted with a national sample of 500 female online shoppers in the U.S. Participants conducted a shopping task on the Website of an apparel brand. The findings suggest that positive triggers of flow in online apparel shopping are Online Shopping Skill, Clothing Shopping Skill, and Product Challenge and demonstrate that skills and challenges do not always positively influence flow, extending the flow theory. Further, this study reveals that difficulties in online shopping itself may evoke consumers' feeling of being present on a shopping Website but simultaneously being out of control. This finding highlights the necessity of convenient Website functions that provide consumers with better control over the shopping trip.

How to Cite:

Shim, S., Kwon, W. & Forsythe, S., (2017) “Exploring Antecedents of Online Flow in Shopping for Apparel Products”, International Textile and Apparel Association Annual Conference Proceedings 74(1).

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Published on
01 Jan 2017
Peer Reviewed