Journal
JOURNAL OF CONSUMER RESEARCH
Volume 31, Issue 2, Pages 324-332Publisher
OXFORD UNIV PRESS INC
DOI: 10.1086/422111
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This study examines the conditions necessary to transform online information search into play, a highly positive experience capable of delivering intrinsic value in the form of escapism and enjoyment. On the basis of the four-channel model of flow, perceived play is investigated as the consequence of flow versus various nonflow states. Moderated by product involvement, play serves as a link between flow theory and the online consumer attitude formation process.
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