Examining the relationship between the online flow experience and brand engagement according to the role of the intention to revisit the website (the case study of the Digi-Kala site)

Document Type : Research Paper

Authors

1 Master of Marketing Management, Faculty of Humanities, Department of Management, Malayer University, Malayer, Iran,

2 Corresponding Author: Assistant Professor of Management, Faculty of Humanities, Department of Management, Malayer University, Malayer, Iran

10.22051/bmr.2024.44853.2505

Abstract

This research was carried out with the aim of investigating the impact of the experience of flow on brand engagement and the intention to revisit the website by studying the Digikala site. This research is an applied and quantitative research in terms of its purpose. The statistical population of this research included all the people who visited the "DiJiKala" website at least once and made online purchases. The sample size of 384 people was selected from these people. SPSS version 25 and PLS version 3 statistical software were used to analyze the extracted data. The findings from the data analysis showed that the focus of attention on blending with the brand had an effect on the intention to revisit; Perceived control was effective on brand engagement and revisit intention; Perceived enjoyment influenced the association with the brand and the intention to revisit, and the association with the brand also influenced the intention to revisit. The experience of flow with three components (focus of attention, perceived control and perceived pleasure) has a positive and significant effect on the intention to revisit the site. Therefore, the more the customers experience with flow, the more favorable the purchase will be and they will be more likely to repeat the website. Also, the other results show the fact that engagement with the brand affects the intention to visit again. Therefore, engagement with the brand provides the intention of revisiting, including the enthusiasm of customers in using the services of the DigiKala site.

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References

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