Vol. 10 No. 4 (2022): Business & Management Studies: An International Journal
Articles

Flow experience of consumers in global coffee shops: Evidence from an emerging market

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  • Ceyda TANRIKULU
Ceyda TANRIKULU
Assoc. Prof. Dr., Adana Alparslan Türkeş Science and Technology University, Adana, Türkiye
DOI: https://doi.org/10.15295/bmij.v10i4.2145

Published 2022-12-25

Keywords

  • Akış Deneyimi, Memnuniyet, Davranışsal Eğilim
  • Flow Experience, Satisfaction, Behavioural Intention

How to Cite

TANRIKULU, C. (2022). Flow experience of consumers in global coffee shops: Evidence from an emerging market. Business & Management Studies: An International Journal, 10(4), 1324–1334. https://doi.org/10.15295/bmij.v10i4.2145

Copyright (c) 2022 Ceyda TANRIKULU

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

This study aimed to examine the effect of the flow experience of global coffee shop consumers on the intention to recommend and revisit and the effect of satisfaction on the intention to recommend and revisit. It also aimed to determine whether satisfaction mediates the relationship between flow experience and intention to recommend and revisit. Data were obtained through an online questionnaire by young consumers in Türkiye, an emerging market. Simple linear regression and mediation analysis were applied to test the hypotheses. The major findings indicated that both flow experience and satisfaction significantly affected these behavioural intentions. Moreover, the findings empirically confirmed and theoretically proved that satisfaction was important due to its direct effect on behavioural intention and its indirect effect on how flow experience affects behavioural intention as a mediator. This study is expected to provide significant evidence that expands the knowledge of consumer behaviour by identifying and explaining the relationship between flow experience and behavioural intention.

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