The influence of website quality on customer purchase intentıon through the mediating role of E-satisfaction and flow experience

To attract customers and ensure a competitive advantage in the e-commerce environment, it is crucial to identify which website attributes encourage customers to purchase by making them more satisfied and offering an online customer experience. Although various website attributes have been widely analysed in the literature based on traditional marketing theories, there are limited studies that have applied the holistic view to categorise these website attributes and online consumer experience regarding flow state. Inspired by the DeLone and Mclean IS model and flow theory, this study is the first study to analyse the influence of website quality as the unified perspective of information quality, system quality, and service quality on purchase intention, with the mediating role of flow experience and e-satisfaction. In this study, an online survey was conducted with 442 individuals from Turkey who used an online travel agency last 12 months. Results confirm that telepresence and enjoyment were strongly influenced by system quality and service quality. Further, telepresence and e- satisfaction had a direct effect on purchase intention, but enjoyment did not affect it. E- satisfaction was strongly influenced by information quality. Service quality and system quality have a positive influence on satisfaction but create a less significant impact. As for the mediation effect, telepresence mediates the impact of system quality on purchase intention. E- satisfaction mediates the impact of information, system, and service quality on purchase intention. However, enjoyment has no mediation role in this study. This research provides various unique contributions to the online consumer behaviour literature and e-retailers