Saeran Doh

Flow in Online Search Behavior: Developing a Model of the Mediator and Moderator Roles of the Flow Construct in Online Information Search Behavior Saeran Doh

This study examines the adoption of Csikszentmihalyi?s concept of flow in an online information search model based on a cost-benefit framework. The adoption of the hedonic perspective shows a significant expansion of the consumer information search model, and can thus be considered to provide a supplementary perspective about information search research that has been neglected to date. Existing consumer information search research has a tendency to focus on the cost-benefit framework, dealing mainly with practical products such as cars and computers. However, especially in online environments, consumers also pursuing hedonic value bring the possibility of continuing with information searching even if the cost is higher than its benefits. This study focuses on this composite perspective adopting the concept of flow as a variable in mediator and moderator roles.