Investigating the relationships between e-service quality, product involvement and flow on behavioural intentions of e-services

Understanding the consequences of perceived e-service quality has been an area of research that has received increased attention within the services marketing literature. However, todate little if any research has examined the impact of the service delivery via the internet and its ability to engage or help promote a state of flow in consumers using content driven websites. This study contributes to services marketing research by examining the relationships between e-service quality and consumer levels of product involvement, the development of flow experiences and behavioural intentions in the context of e-service delivery. Based on data collected from 5 18 Australian consumers, the results indicate that e-service quality together with product involvement have a positive influence in the development of flow experiences and that flow influences behavioural intentions.