Annals of the University of Oradea: Economic Science (Dec 2012)
ELABORATING A MEASUREMENT INSTRUMENT FOR THE FLOW EXPERIENCE DURING ONLINE INFORMATION SEARCH
Abstract
Flow is a construct imported in marketing research from social sciences in order to examine consumer behavior in the online medium. The construct describes a state of deep involvement in a challenging activity, most frequently characterized by high levels of enjoyment, control and concentration. Researchers found that the degree to which online experience is challenging can be defined, measured, and related well to important marketing variables. As shown by our extensive literature review, flow measurements include antecedents, dimensions and consequences of flow. The present paper represents a detailed description of the construct`s operationalization in the context of online information search. In this respect, our main goal is to produce a basic instrument to evaluate the flow experience of online search, in order to capitalize on the premises of an interactive, complex informational medium – the World Wide Web – and on the consequence of an exploratory informational behavior of users. The instrument is conceived to offer a primal possibility to collect data. The composition, source and significance of the 11 scales used to measure the multiple factors of the flow experience during online search are detailed in this study with the aim to ensure the compliance with scientific rigors and to facilitate correct reports of data related to the reliability and validity of measurements. For further research, we propose factor analysis to test the resulted instrument and to ensure that the measures employed are psychometrically sound. Factor analysis refers to a wide range of statistic techniques used to represent a set of variables in concordance with a reduced number of hypothetical variables called factors. Factorial analysis is used to solve two types of problems: reducing the number of variables to increase data processing speed and identifying hidden patterns in the existent data relations. However, we expect our scales to perform different in the context of information search with second generation web tools and suggest further qualitative research concerning web determinants of flow.
