Flow 개념과 인터넷상의 소비자 구매의도와의 관계 및 Flow유형에 따른 구매행동 차이 분석

The objective of this study is to delineate the relationship of some antecedents and consequences of flow. The flow itself is the construct essential to understand consumers' navigation behavior in online environment proposed by Hoffman & Novak(1996). The objective clarify the relationship between flow and consumers' buying intention over the internet. Also, in order to get some insights on the differences of consumer behavior by flow type(i.e., Flow, Boredom, Anxiety and Apathy), it was performed that the difference test of consumers' purchase item, information search and purchase activity by flow type which influenced by two factors; skill and challenge. We applied LISREL8, Crosstabulation, One-way ANOVA and MANOVA of SPSSwin7.5 to the responses from 244 internet users in various areas.According to the analysis results, the interactivity between the internet environment and web user was influenced by the perceived skill and challenge of user's web use, the balance of high skill and perceived challenge lead to flow situation which make customers easier to visit an web site repeatedly over the internet. Then, flow affects positively to the positive affection and use expectation over the internet, now the use expectation affects positively to the consumers' buying intention over the internet environment.From the difference test of flow type by consumers' demographics and web use level, there did not appear to be any significant difference by demographics but revealed* A Lecturer, College of Commerce, Chonbuk National University.