Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in Indonesia

Abstract

The emergence of online travel agents is a phenomenon that affects the traditional travel agents. Competition among online travel agents is an exciting area to study. This research aims to examine factors that have impacts on flow experience and how the flow experience along with shopping enjoyment and online store intimacy can influence consumers' purchase intention in the context of online travel agents in Indonesia. This research is conducted using survey research with adequate research interference where the researcher uses controlled participant that meet with specific criteria such as a specific age band. The findings of this study show that design atmospherics have the positive impact in increasing purchase intention for online travel agents in Indonesia.