Exploring Antecedents of Online Flow in Shopping for Apparel Products
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
This site provides free, public access to the ITAA annual conference proceedings beginning in 2015. Previous proceedings can be found by following the "Additional ITAA Proceedings" link on the left sidebar of this page.
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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.