Flow in human-computer interactions: test of a model
Human factors in information systems
Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior
Information Systems Research
A grounded theory of the flow experiences of web users
International Journal of Human-Computer Studies - Incorporating knowledge acquisition
Toward the merging of real and virtual spaces
Communications of the ACM - Interactive immersion in 3D graphics
Why do people play on-line games? an extended TAM with social influences and flow experience
Information and Management
Flow experiences in information technology use
International Journal of Human-Computer Studies
Journal of Management Information Systems
The virtual cathedral and the virtual bazaar
ACM SIGMIS Database
Virtual worlds as a medium for advertising
ACM SIGMIS Database
vCRM: virtual customer relationship management
ACM SIGMIS Database
What makes people experience flow? Social characteristics of online games
International Journal of Advanced Media and Communication
The Moderating Effect of Transaction Experience on the Decision Calculus in On-Line Repurchase
International Journal of Electronic Commerce
Flow on the net-detecting Web users' positive affects and their flow states
Computers in Human Behavior
Information Search Patterns in E-Commerce Product Comparison Services
Journal of Database Management
Antecedents of the Closeness of Human-Avatar Relationships in a Virtual World
Journal of Database Management
Journal of Database Management
Computers in Human Behavior
Co-creation and Collaboration in a Virtual World: A 3D Visualization Design Project in Second Life
Journal of Database Management
Empirical Comparison of 3-D Virtual World and Face-to-Face Classroom for Higher Education
Journal of Database Management
Gamification of education using computer games
HCI'13 Proceedings of the 15th international conference on Human Interface and the Management of Information: information and interaction for learning, culture, collaboration and business - Volume Part III
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This research is a partial test of Park et al.'s 2008 model to assess the impact of flow and brand equity in 3D virtual worlds. It draws on flow theory as its main theoretical foundation to understand and empirically assess the impact of flow on brand equity and behavioral intention in 3D virtual worlds. The findings suggest that the balance of skills and challenges in 3D virtual worlds influences users' flow experience, which in turn influences brand equity. Brand equity then increases behavioral intention. The authors also found that the impact of flow on behavioral intention in 3D virtual worlds is indirect because the relationship between them is mediated by brand equity. This research highlights the importance of balancing the challenges posed by 3D virtual world branding sites with the users' skills to maximize their flow experience and brand equity to increase the behavioral intention associated with the brand.