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• W1491140819 startingPage "364" @default.
• W1491140819 abstract "Purpose Through a literature review, we found four potential research topics that are rarely studied in the extant literature, i.e. the missing link between web site quality and flow, an integrative relationships between web site quality, flow, customer satisfaction, and relationship intention even though part of the integrative relationships have been investigated in the previous studies, those flow‐related consumer behaviors in C2C e‐marketplaces, and cross‐national studies on the flow‐related consumer behaviors in the East‐Asian domain. Thus, we attempted to explore the relationships between web site quality, flow, customer satisfaction, and relationship intention in Chinese and Korean C2C e‐marketplaces as well as their cross‐national similarities and differences. Design/methodology/approach In all, 212 Chinese and 219 Korean online shoppers were surveyed to conduct the above research agenda by structural equation modeling. Findings Web site quality had some effect on flow and satisfaction in both countries, but different results between the countries were found for the dimensions of web site quality. Flow has a positive impact on satisfaction, but the effect in China was greater than that in Korea. Both flow and satisfaction had a positive effect on relationship intention in the two countries. Originality/value There has been little research that addressed the above four research topics respectively or in combination. This study investigates the integrative model between web site quality and flow‐related consumer behaviors in C2C e‐marketplaces. The paper provides empirical evidence of online consumer behaviors in China and Korea, which will help global e‐commerce managers/practitioners in their development of strategies and tactics for the East‐Asian markets." @default.
• W1491140819 created "2016-06-24" @default.
• W1491140819 creator A5019309881 @default.
• W1491140819 creator A5040153972 @default.
• W1491140819 creator A5052957168 @default.
• W1491140819 date "2013-08-29" @default.
• W1491140819 modified "2023-09-26" @default.
• W1491140819 title "The impact of web site quality on flow‐related online shopping behaviors in C2C e‐marketplaces" @default.
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• W1491140819 doi "https://doi.org/10.1108/msq-11-2012-0150" @default.
• W1491140819 hasPublicationYear "2013" @default.
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