Experiential Marketing and Its Influence on Customers’ Intention to Reuse Online Shopping Platforms

Abstract

The purpose of this study is to examine the influence of experiential components on behavioral intention to reuse in online or electronic shopping (e-shopping) using the flow theory of Csikszentmihalyi (1990). The study selected a quantitative research design using a close-ended approach including 323 responses of online shopping by using a convenience sampling technique. Moreover, the proposed model was empirically tested and validated employing a structural equation model using SmartPLS latest version. The paper has extended the theoretical and conceptual knowledge by empirically validating the relationships of experiential components and behavioral intention to reuse and flow experience