Abstract/Summary

The current investigation explores the concept of Flow in relation to American Generation Z (Gen Z), aged eighteen to twenty-four years, in the context of branded Instagram page (BIGP) use, and whether this experience influences their purchase intention. Drawing from the literature pertaining to consumer behaviour, including the Theory of Reasoned Action and the Theory of Flow, a conceptual model with nine hypotheses, was developed to assess Flow in this context. The model aimed to predict which antecedent constructs would positively influence Gen Z entering Flow, which appears to be lacking after a review of current literature. Based upon previous findings, the antecedent constructs of skill, challenge, imagery, focused attention, goal clarity, social interaction, and timely feedback were included in the research model. The model also evaluated the influence of Flow upon purchase intention. Further, time distortion was hypothesised to partially mediate the relationship between Flow and purchase intention. The philosophical lens of pragmatism was adopted, and the subjects were accessed by means of a convenience sample of Gen Z business students enrolled at a large, public, West Coast University in the United States. The data were collected using Mixed Methods, consisting of a qualitative focus group, two quantitative pilot studies, and a hard-copy questionnaire. After cleansing the data, a sample of 252 usable questionnaires were evaluated by means of Partial Least Squares-Structural Equation Modelling (PLS-SEM). After an analysis of the data, five of the nine hypotheses were found to be statistically significant, meaning the model was partially supported. The findings of the data analysis indicated that the antecedent constructs of skill, focused attention, and social interaction positively influenced Flow in Gen Z BIGP users, whilst significant relationships were not identified for the other hypothesised antecedent constructs. Flow was found to have a significant influence upon purchase intention and time distortion was found to have a complementary mediation effect upon the relationship between Flow and purchase intention. Multiple, indirect, statistically significant relationships were also identified. An analysis of data heterogeneity discovered statistically significant differences between subjects based upon their frequency of BIGP use and level of income. The findings from the research made five contributions to consumer behaviour literature. The thesis also contributed to Research Methodology by expanding the application of PLS-SEM to evaluate a model in a new context. Finally, the insights from this timely research may aid marketers in better connecting with American Gen Z BIGP users.