The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked enviro...

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Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations

Publisher Summary The chapter outlines a general model of intrinsic and extrinsic motivation, the Hierarchical model. This model serves two objectives. First, the model provides a framework to organize the literature on intrinsic and extrinsic motivation, as well as to identify the psychological mechanisms underlying motivational changes. Intrinsic and extrinsic motivation represents a substantial portion of people's experiences when involved in activities. Furthermore, conceptual and methodological advances are presented supporting a multidimensional approach to the study of motivational phenomena. Such an approach has been found useful—for instance, for distinguishing nonintrinsic but internalized motivational forces that promote adaptive consequences such as persisting at difficult tasks from other internalized forces that compromise adaptive adjustment. A second objective of the hierarchical model is to lead to novel and testable hypotheses. Moreover, other aspects of the model also appear as prime candidates for future research. Such a model serves to integrate the literature and points toward new research. It is within such a contextually situated perspective that the model shows its greatest promise of usefulness.

Toward A Hierarchical Model of Intrinsic and Extrinsic Motivation

Intuition and previous research suggest that creating a compelling online environment for Web consumers will have numerous positive consequences for commercial Web providers. Online executives note that creating a compelling online experience for cyber customers is critical to creating competitive advantage on the Internet. Yet, very little is known about the factors that make using the Web a compelling experience for its users, and of the key consumer behavior outcomes of this compelling experience.Recently, the flow construct has been proposed as important for understanding consumer behavior on the World Wide Web, and as a way of defining the nature of compelling online experience. Although widely studied over the past 20 years, quantitative modeling efforts of the flow construct have been neither systematic nor comprehensive. In large parts, these efforts have been hampered by considerable confusion regarding the exact conceptual definition of flow. Lacking precise definition, it has been difficult to measure flow empirically, let alone apply the concept in practice.Following the conceptual model of flow proposed by Hoffman and Novak (1996), we conceptualize flow on the Web as a cognitive state experienced during navigation that is determined by (1) high levels of skill and control; (2) high levels of challenge and arousal; and (3) focused attention; and (4) is enhanced by interactivity and telepresence. Consumers who achieve flow on the Web are so acutely involved in the act of online navigation that thoughts and perceptions not relevant to navigation are screened out, and the consumer focuses entirely on the interaction. Concentration on the navigation experience is so intense that there is little attention left to consider anything else, and consequently, other events occurring in the consumer's surrounding physical environment lose significance. Self-consciousness disappears, the consumer's sense of time becomes distorted, and the state of mind arising as a result of achieving flow on the Web is extremely gratifying.In a quantitative modeling framework, we develop a structural model based on our previous conceptual model of flow that embodies the components of what makes for a compelling online experience. We use data collected from a largesample, Web-based consumer survey to measure these constructs, and we fit a series of structural equation models that test related prior theory. The conceptual model is largely supported, and the improved fit offered by the revised model provides additional insights into the direct and indirect influences of flow, as well as into the relationship of flow to key consumer behavior and Web usage variables.Our formulation provides marketing scientists with operational definitions of key model constructs and establishes reliability and validity in a comprehensive measurement framework. A key insight from the paper is that the degree to which the online experience is compelling can be defined, measured, and related well to important marketing variables. Our model constructs relate in significant ways to key consumer behavior variables, including online shopping and Web use applications such as the extent to which consumers search for product information and participate in chat rooms. As such, our model may be useful both theoretically and in practice as marketers strive to decipher the secrets of commercial success in interactive online environments.

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Measuring the Customer Experience in Online Environments: A Structural Modeling Approach

This article explores the provision of extraordinary hedonic experiences on commercial, multiday river rafting trips in the Colorado River basin. White water river rafting provides a dramatic illustration of some of the complex features of delivering an extraordinary experience. Multiple methods were employed over two years of data collection to articulate the lived meaning of this experience from both the guides' and the consumers' perspectives. Robust quantitative measures were developed from rich qualitative data. Participant observation and interview data enriched the interpretation of quantitative results. Experiential themes of personal growth and self-renewal, “communitas,” and harmony with nature are evidenced across the data; they evolve and are woven together over the course of the trip. Together they are significant in explaining overall satisfaction. There is a complex relationship between client expectations and satisfaction. The narrative of the rafting experience rather than relationships between expectations and outcomes is shown to be central to its evaluation. Implications for other services and consumption activities are discussed.

River Magic: Extraordinary Experience and the Extended Service Encounter

Why do people play on-line games? an extended TAM with social influences and flow experience

Followed 78 adult workers for 1 week with the experience sampling method. (This method randomly samples self-reports throughout the day.) The main question was whether the quality of experience was more influenced by whether a person was at work or at leisure or more influenced by whether a person was in flow (i.e., in a condition of high challenges and skills). Results showed that all the variables measuring the quality of experience, except for relaxation and motivation, are more affected by flow than by whether the respondent is working or in leisure. Moreover, the great majority of flow experiences are reported when working, not when in leisure. Regardless of the quality of experience, however, respondents are more motivated in leisure than in work. But individuals more motivated in flow than in apathy reported more positive experiences in work. Results suggest implications for improving the quality of everyday life.

Judith LeFevre

Papers

Optimal experience in work and leisure.