The Effect of Customer Recognition on Consumer's Flow Experience by Using S-O-R Model

Abstract

Abstract: This paper analyzes the influence factors of consumer flow experience by using stores that experience the selling of brand mobile phones as case study. To make the analysis useful in theory and marketing, a stimulus-organism-response (S-O-R) model is presented to describe the flow experience with retail environment, consumer knowledge, and brand reputation being the basis of customer recognition. It shows that customer recognition can significantly affect the flow experience. Also, the three antecedent variables, namely retail environment, brand reputation, and consumer knowledge, have a significant positive impact on the customer recognition.

Key words: flow experience, customer recognition, retail environment, brand reputation, consumer knowledge

Sha Zhen-quan, Ye Zhan-hui. The Effect of Customer Recognition on Consumer's Flow Experience by Using S-O-R Model[J]. Industrial Engineering Journal , 2012, 15(4): 72-77.

References

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