NBR Volume-4  Issue-2 2022 (July-December)

A SYSTEMATIC REVIEW OF STUDIES ON FLOW EXPERIENCE FROM 2010-2022. INSIGHTS AND DIRECTIONS FOR FUTURE RESEARCH

Sin-Er Chong
School of Business & Economics, Universiti Putra Malaysia, Serdang, Malaysia
Siew-Imm Ng
School of Business & Economics, Universiti Putra Malaysia, Serdang, Malaysia
Norazlyn Kamal Basha
School of Business & Economics, Universiti Putra Malaysia, Serdang, Malaysia
Corresponding Email: [email protected]

ABSTRACT 

Purpose: This paper presents a systematic literature review on flow experience to identify the theoretical underpinnings, outcomes, antecedents, and empirical dimensions of the phenomenon used in social commerce empirical models.
Research Design/ Methodology: The PRISMA approach was used to identify relevant articles published between 2010 to 2022 March in the Web of Science database. Twenty-nine (29) articles were found to fulfill the selection criteria and were included in the present review.
Results/ Findings: Notably, a review of the selected articles found that 1) Stimulus-Organism-Response (SOR) model was the most popularly used underpinning theory; 2) Social commerce intention, adoption, and continuance were used quite evenly as the outcome of flow experience; 4) interactivity was the most applied antecedent of flow experience; and 4) the majority of the articles (24 out of 29) employed a multidimensional measure of flow experience with enjoyment, immersion, absorption, concentration, and time distortion being the most applied dimensions.
Originality: Unlike prior review studies on flow experience, the focus of the present study was on the social commerce context. Contributing to flow and social commerce literature, the study systematically reports how flow experience is conceptualized and applied in the social commerce context with special attention to underpinning theories, outcomes, antecedents, and dimensionality. By highlighting the ways to apply flow experience in the apps, the review provides specific useful insights to researchers and practitioners.
Keywords: Flow Experience; Flow Theory; Social Commerce; Systematic Literature Review
Paper type: Research Paper

Article History:

Received: 10 Oct 2022
Revised: 3 Jan 2023
Accepted: 8 Jan 2023 
Published: 30 Jan 2023

Paper type: Research Paper

Full-Length Paper: PDF

DOI: https://doi.org/10.37435/NBR22101001

This is an open-access article under the CC BY 4.0 license