Flow and Consumer Behavior in an Online Supermarket

  • Doris Morales-Solana
  • Irene Esteban-Millat
  • Alejandro Alegret Cotas
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


As a result of the business opportunities offered by the internet, there has been increased academic and professional interest in understanding the browsing behaviour and online purchasing habits of consumers in order to identify more effective organizational strategies. While it is a fact that the scientific community has made advances in the understanding of this phenomenon, there are still many questions to be answered in the area of mass consumption that require further research. In this sense, the general aim of this research is to extend knowledge of online consumer experiences, specifically mass-consumption flow states in digital environments. This will be the first time that an integrated flow model will be presented in this field.


Flow Online consumer behavior Online mass consumption Online fast-moving consumer goods 


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Doris Morales-Solana
    • 1
  • Irene Esteban-Millat
    • 2
  • Alejandro Alegret Cotas
    • 2
  1. 1.Open University of Catalonian (UOC)BarcelonaSpain
  2. 2.EAE Business SchoolOpen University of Catalonian (UOC)BarcelonaSpain

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