Author: Eduardo Henrique de Borba
Programme: Doctoral Programme in Law and Political Science
Language: English
Supervision: Josep Tamarit, Marc Balcells
Faculty / Institute: Doctoral School UOC
Subjects: Law
Key words: Flow theory, Online flow conditions, Mobile commerce, Shopping applications, Item response theory
Area of knowledge: Law and Political Science
Abstract:
This thesis proposes a scale to measure the effectiveness of shopping applications in inducing the online flow state in users. This cognitive state occurs when there are clear goals, adequate skills, and immediate feedback. Using Item Response Theory (IRT), the study developed a robust scale based on the literature on online flow, results from user tests based on eye-tracking conducted in Brazil and Spain, and expert analysis. Grounded in Csikszentmihalyi's (1975) Flow Theory, the research explores intrinsic motivation and performance in online tasks, responding to the academic interest in understanding these environments. The scale was applied to 200 shopping applications (100 from Brazil and 100 from Spain) to evaluate their validity and reliability across different contexts. The IRT analysis addressed dimensionality and model selection issues, expanding the empirical foundation of Flow Theory in online contexts. Managerially, it identified elements that app developers can adjust to enhance the online flow experience, essential for more effective marketing strategies.