The Effects of Website Designs , Self-Congruity , and Flow on Behavioral Intention

  title={The Effects of Website Designs , Self-Congruity , and Flow on Behavioral Intention},
  author={Erin Cho and Youn-Kyung Kim},
With the remarkable growth of Internet users in the past two decades, the Internet has transformed the manner in which individuals identify, communicate, and make purchase decisions. The significance of this phenomenon is underscored by several reports on online retail sales. According to a Pew Internet & American Life Project survey, 52% of Americans reported making online purchases, compared to only 22% in 2000 (Jensen, 2010). Furthermore, e-commerce revenues substantially increased from $7.4… CONTINUE READING
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