نحوۀ شکل‌گیری تمایل به خرید تکانشی مبتنی بر تجربۀ جریان و مدل احتمال موشکافی

Introduction
In the marketing literature, considerable efforts have been made to identify factors influencing impulse buying such as consumer characteristics, store characteristics, situational stimuli, and product characteristics. Most previous research in the field of online impulse purchases has focused on the effects of stimuli or content produced by the marketer. Regarding the effect of online comments on consumer behavior, studies have been conducted which mainly investigated the effect of online comments on the intention and behavior of consumers at the individual level. In fact, few researches have simultaneously examined and compared the environment of an online store from the two perspectives of the ability to create a flow experience in the consumer and the social impact (for example, online comments and its dimensions) on impulse buying. Considering this research gap, this research seeks to investigate the formation of utilitarian and hedonistic values of the consumer in two ways: 1) qualitative and quantitative dimensions of online reviews on the website and 2) the experience of the consumer's flow while using the shopping website
Methodology
The present study, at the purpose, is applied research and at data collection, it is a descriptive-survey one. The statistical Population of this study is 350 individuals from tehran customers of Digikala and convenience non probability sampling technique is used as a sampling method. We collected the responses through online questionnaires applying social networks. In this research, the data collection tool is a standard questionnaire with 35 questions, the questions of which are adapted from reliable research sources and the items are valued according to the Likert scale from 1 to 5. Structure equation modeling with Smart PLS3 was employed to verify and validate the research model.
 Result and discussion
The results of this study show that quantity of online reviews does not have a positive effect on utilitarian and hedonic value and quality of online reviews has no positive effect on hedonic value and also the effect of utilitarian value on browsing was not confirmed. Based on the findings of the research, other hypotheses presented in this study were confirmed. Therefore, from the point of view of the ELM theory, which has divided the paths of influence on decision-making and persuasion into two main paths (based on reasoning) and secondary paths (based on side and surface symptoms) and also considering that in previous studies, the quality of opinions as the main factor and pointed to the number of comments as a secondary factor, it can be concluded that customers were not influenced by external signs such as the number of comments in their information processing and decision-making, and in fact, the justification and persuasion in deciding to buy from the secondary route that It is based on superficial and intuitive signs, it is not done and it was also determined that all dimensions of the flow experience (perceived control, concentration and cognitive enjoyment) have a significant and positive effect on the formation of the utilitarian and hedonic perceived value of the customer based on research hypotheses.
Conclusion
The results of this research indicate that the formation of the Urge to buy impulsively is achieved through the hedonic value of the customers. On the other hand, users' Reviews have not been effective in creating hedonic value, and the influence of the hedonic value of customers has been solely from the experience of the flow and content of the website environment. As a result, based on the findings of this research, the content produced by online store managers has had a greater impact on the formation of the Urge to buy impulsively compared to the content produced by customers. Therefore, it is suggested that website designers use templates that encourage users to comment on the functional features of the product in order to increase the quality of comments. Marketing managers of online stores can strengthen the user's sense of control over the website environment by providing useful and updated content regarding products and services, proper classification and arrangement of product categories, and providing simple and quick access to content for customers. On the other hand, website designers should pay attention to the habits, behaviors and searches of users in order to focus the user on the website in order to create functional and pleasure-seeking value for customers and try to provide content with quality and accuracy and maintain customer focus. The low speed of searching and loading web pages, irrelevant advertisements, flashing texts and images, and ineffective links that open new pages are among the things that divert the focus and attention of customers and should be considered in the design of sales websites. In order to stimulate users' cognitive enjoyment of the website environment, site designers should work on energetic and lively graphic and decorative designs. The colors used on the website pages should have a suitable harmony and in the introduction of the product features, it is suggested to use images, videos and sounds in addition to the texts, so that the user can have a real experience of the virtual environment.