@article{(Open Science Index):https://publications.waset.org/pdf/10001498,
	  title     = {Internet Shopping: A Study Based On Hedonic Value and Flow Theory},
	  author    = {Pui-Lai To and  E-Ping Sung},
	  country	= {},
	  institution	= {},
	  abstract     = {With the flourishing development of online shopping,
an increasing number of customers see online shopping as an
entertaining experience. Because the online consumer has a double
identity as a shopper and an Internet user, online shopping should offer
hedonic values of shopping and Internet usage. The purpose of this
study is to investigate hedonic online shopping motivations from the
perspectives of traditional hedonic value and flow theory.
The study adopted a focus group interview method, including two
online and two offline interviews. Four focus groups of shoppers
consisted of online professionals, online college students, offline
professionals and offline college students. The results of the study
indicate that traditional hedonic values and dimensions of flow theory
exist in the online shopping environment. The study indicated that
online shoppers seem to appreciate being able to learn things and grow
to become competitive achievers online. Comparisons of online
hedonic motivations between groups are conducted. This study serves
as a basis for the future growth of Internet marketing.},
	    journal   = {International Journal of Economics and Management Engineering},
	  volume    = {9},
	  number    = {7},
	  year      = {2015},
	  pages     = {2258 - 2261},
	  ee        = {https://publications.waset.org/pdf/10001498},
	  url   	= {https://publications.waset.org/vol/103},
	  bibsource = {https://publications.waset.org/},
	  issn  	= {eISSN: 1307-6892},
	  publisher = {World Academy of Science, Engineering and Technology},
	  index 	= {Open Science Index 103, 2015},
	}