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

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.