Social and relational perspectives are based on relationships with others. To increase their interaction with others, people must perceive that they and others are present together in the same space [31]. Therefore, this study introduced the concept of co-presence as a social, relational perspective that signifies mutual awareness on a collaborative online shopping website. Furthermore, the creation of hedonic value through a social, relational perspective is an important factor that produces flow [77] and [84], and flow is a factor that directly affects a consumer's shopping experience [33]. Hence, this study, with a focus on co-presence and flow, proposed the research model shown in Fig. 1.
Social and relational perspectives are based on relationships with others. To increase their interaction with others, people must perceive that they and others are present together in the same space [31]. Therefore, this study introduced the concept of co-presence as a social, relational perspective that signifies mutual awareness on a collaborative online shopping website. Furthermore, the creation of hedonic value through a social, relational perspective is an important factor that produces flow [77] and [84], and flow is a factor that directly affects a consumer's shopping experience [33]. Hence, this study, with a focus on co-presence and flow, proposed the research model shown in Fig. 1.
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