期刊論文| 1. | Weibel, D.、Wissmath, B.、Habegger, S.、Steiner, Y.、Groner, R.(2008)。Playing Online Games Against Computer- vs. Human-Controlled Opponents: Effects on Presence, Flow, and Enjoyment。Computers in Human Behavior，24(5)，2274-2291。   |
| 2. | Animesh, A.、Pinsonneault, A.、Yang, S. B.、Oh, W.(2011)。An Odyssey into Virtual Worlds: Exploring the Impacts of Technological and Spatial Environments on Intention to Purchase Virtual Products。MIS Quarterly，35(3)，789-810。 |
| 3. | Zaman, M.、Anandarajan, M.、Dai, Q.(2010)。Experiencing flow with instant messaging and its facilitating role on creative behaviors。Computers in Human Behavior，26(5)，1009-1018。 |
| 4. | Barnes, S. J.(2011)。Understanding use continuance in virtual worlds: Empirical test of a research model。Information & Management，48(8)，313-319。 |
| 5. | Hoffman, D. L.、Novak, T. P.(2009)。Flow Online: Lessons Learned and Future Prospects。Journal of Interactivity Marketing，23(1)，23-34。 |
| 6. | Chang, H. H.、Wang, I. C.(2008)。An investigation of user communication behavior in computer mediated environments。Computers in Human Behavior，24(5)，2336-2356。 |
| 7. | Kim, B.、Han, I.(2011)。The role of utilitarian and hedonic values and their antecedents in a mobile data service environment。Expert Systems with Applications，38(3)，2311-2318。 |
| 8. | Cole, Helena、Griffiths, Mark D.(2007)。Social interactions in massively multiplayer online role-playing gamers。Cyberpsychology & Behavior，10(4)，575-583。 |
| 9. | Chang, C.-C.(2013)。Examining users' intention to continue using social network games: a flow experience perspective。Telematics and Informatics，30(4)，311-321。 |
| 10. | Sweetser, P.、Wyeth, P.(2005)。Gameflow: A model for evaluating player enjoyment in games。Computers in Entertainment，3(3)，1-24。 |
| 11. | To, Pui-Lai、Liao, Chechen、Lin, Tzu-Hua(2007)。Shopping motivations on internet: a study based on utilitarian and hedonic value。Technovation，27(12)，774-787。 |
| 12. | Huang, E.(2012)。Online experiences and virtual goods purchase intention。Internet Research，22(3)，252-274。 |
| 13. | Overby, Jeffrey W.、Lee, Eun-Ju(2006)。The effects of utilitarian and hedonic online shopping value on consumer preference and intentions。Journal of Business Research，59(10/11)，1160-1166。 |
| 14. | Lee, Ming-Chi、Tsai, Tzung-Ru(2010)。What Drives People to Continue to Play Online Games? An Extension of Technology Model and Theory of Planned Behavior。International Journal of Human-Computer Interaction，26(6)，601-620。 |
| 15. | Chiu, Chao-Min、Wang, Eric T. G.、Fang, Yu-Hui、Huang, Hsin-Yi(2014)。Understanding customers' repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk。Information Systems Journal，24(1)，85-114。 |
| 16. | Skadberg, Yongxia Xia、Kimmel, James R.(2004)。Visitors' flow experience while browsing a web site: Its measurement, contributing factors and consequences。Computers in Human Behavior，20(3)，403-422。 |
| 17. | Wang, L. C.、Baker, J.、Wagner, J. A.、Wakefield, Kirk(2007)。Can a Retail Web Site Be Social?。Journal of Marketing，71(3)，143-157。 |
| 18. | Hsu, C. L.(2010)。Exploring the player flow experience in e-game playing。International Journal of Technology and Human Interaction，6(2)，47-64。 |
| 19. | Bagozzi, R. P.(1993)。Assessing construct validity in personality research: applications to measure self-esteem。Journal of Research in Personality，27(1)，49-87。 |
| 20. | Ozkara, Behcet Yalin、Ozmen, Mujdat、Kim, Jong Woo(2017)。Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value。Journal of Retailing and Consumer Services，37，119-131。 |
| 21. | Ozturk, Ahmet Bulent、Nusair, Khaldoon、Okumus, Fevzi、Hua, Nan(2016)。The role of utilitarian and hedonic values on users' continued usage intention in a mobile hotel booking environment。International Journal of Hospitality Management，57，106-115。 |
| 22. | Koufaris, Marios(2002)。Applying the technology acceptance model and flow theory to online consumer behavior。Information Systems Research，13(2)，205-223。 |
| 23. | Wang, Edward Shih-Tse(2017)。Different Effects of Utilitarian and Hedonic Benefits of Retail Food Packaging on Perceived Product Quality and Purchase Intention。Journal of Food Products Marketing，23(3)，239-250。 |
| 24. | Bilgihan, Anil(2016)。Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding。Computers in Human Behavior，61，103-113。 |
| 25. | Cha, J.(2011)。Exploring the Internet as a unique shopping channel to sell both real and virtual items: a comparison of factors affecting purchase intention and consumer characteristics。Journal of Electronic Commerce Research，12(2)，115-132。 |
| 26. | Chen, H.(2006)。Flow on the net-detecting Web users' positive effects and their flow states。Computers in Human Behavior，22(2)，221-233。 |
| 27. | Choi, S.(2016)。The flipside of ubiquitous connectivity enabled by smartphone-based social networking service: Social presence and privacy concern。Computers in Human Behavior，65，325-333。 |
| 28. | Dedeoglu, B. B.、Bilgihan, A.、Ye, B. H.、Buonincontri, P.、Okumus, F.(2018)。The impact of servicescape on hedonic value and behavioral intentions: The importance of previous experience。International Journal of Hospitality Management，72，10-20。 |
| 29. | Etemad-Sajadi, R.、Ghachem, L.(2015)。The impact of hedonic and utilitarian value of online avatars on e-service quality。Computers in Human Behavior，52，81-86。 |
| 30. | Fang, X.、Zhang, J.、Chan, S. S.(2013)。Development of an Instrument for Studying Flow in Computer Game Play。International Journal of Human-Computer Interaction，29(7)，456-470。 |
| 31. | Hernandez, M. D.(2011)。A model of flow experience as determinant of positive attitudes toward online advergames。Journal of Promotion Management，17(3)，315-326。 |
| 32. | Hong, Jon-Chao、Lin, Pei-Hsin、Hsieh, Pei-Chi(2017)。The effect of consumer innovativeness on perceived value and continuance intention to use smartwatch。Computers in Human Behavior，67，264-272。 |
| 33. | Hsiao, Chun-Hua、Chang, Jung-Jung、Tang, Kai-Yu(2016)。Exploring the influential factors in continuance usage of mobile social Apps: Satisfaction, habit, and customer value perspectives。Telematics and Informatics，33(2)，342-355。 |
| 34. | Hsu, C.-L.、Lin, J. C.-C.(2015)。What drives purchase intention for paid mobile apps? An expectation confirmation model with perceived value。Electronic Commerce Research and Applications，14(1)，46-57。 |
| 35. | Hsu, C. L.、Chang, K. C.、Chen, M. C.(2011)。Flow experience and internet shopping behavior: Investigating the moderating effect of consumer characteristics。Systems Research and Behavioral Science，29(3)，317-332。 |
| 36. | Hudson, M.、Cairns, P.(2014)。Interrogating social presence in games with experiential vignettes。Entertainment Computing，5(2)，101-114。 |
| 37. | Kesari, B.、Atulkar, S.(2016)。Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values。Journal of Retailing and Consumer services，31，22-31。 |
| 38. | Lee, S.、Lee, S.、Kim, B. G.、Kim, B. G.(2017)。The impact of qualities of social network service on the continuance usage intention。Management Decision，55(4)，701-729。 |
| 39. | Lee, Chi-Hsun、Wu, Jyh Jeng(2017)。Consumer online flow experience: The relationship between utilitarian and hedonic value, satisfaction and unplanned purchase。Industrial Management & Data Systems，117(10)，2452-2467。 |
| 40. | Lee, S.、Kim, D.-Y.(2018)。The effect of hedonic and utilitarian values on satisfaction and loyalty of Airbnb users。International Journal of Contemporary Hospitality Management，30(3)，1332-1351。 |
| 41. | Li, G.(2010)。The Influence of Interactivity on Experiential Value。Journal of Chinese Marketing，3(2)，56-61。 |
| 42. | Merhi, M. I.(2016)。Towards a framework for online game adoption。Computers in Human Behavior，60，253-263。 |
| 43. | Nah, Fiona Fui-Hoon、Eschenbrenner, Brenda、Zeng, Qing、Telaprolu, Venkata Rajasekhar、Sepehr, Sepandar(2014)。Flow in gaming: literature synthesis and framework development。International Journal of Information Systems and Management，1(1/2)，83-124。 |
| 44. | Nelson, M. R.、Yaros, R. A.、Keum, H.(2013)。Examining the influence of telepresence on spectator and player processing of real and fictitious brands in a computer game。Journal of Advertising，35(4)，87-99。 |
| 45. | Pelet, J.-É.、Ettis, S.、Cowart, K.(2017)。Optimal experience of flow enhanced by telepresence: Evidence from social media use。Information & Management，54(1)，115-128。 |
| 46. | Rezaei, S.、Ali, F.、Amin, M.、Jayashree, S.(2016)。Online impulse buying of tourism products: the role of web site personality, utilitarian and hedonic web browsing。Journal of Hospitality and Tourism Technology，7(1)，60-83。 |
| 47. | Rodríguez-Ardura, I.、Meseguer-Artola, A.(2016)。E-learning continuance: The impact of interactivity and the mediating role of imagery, presence and flow。Information & Management，53(4)，504-516。 |
| 48. | Wang, E. S. T.(2017)。Creating Utilitarian and Hedonic Value from Website Quality and Online Retail Performance。Journal of Electronic Commerce in Organizations，15(3)，1-13。 |
| 49. | Babin, Barry J.、Darden, William R.、Griffin, Mitch(1994)。Work and/or fun: Measuring hedonic and utilitarian shopping value。Journal of Consumer Research，20(4)，644-656。 |
| 50. | Babin, B. J.、Gonzalez, C.、Watts, C.(2007)。Does Santa have a great job? Gift shopping value and satisfaction。Psychology & Marketing，24(10)，895-917。 |
| 51. | Novak, Thomas P.、Hoffman, Donna L.、Duhachek, Adam(2003)。The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences。Journal of Consumer Psychology，13(1/2)，3-16。 |
| 52. | Choi, Dongseong、Kim, Jinwoo(2004)。Why People Continue to Play Online Games: In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents。CyberPsychology & Behavior，7(1)，11-24。 |
| 53. | Babin, Barry J.、Lee, Yong-Ki、Kim, Eun-Ju、Griffin, Mitch(2005)。Modeling consumer satisfaction and word-of-mouth: restaurant patronage in Korea。Journal of Services Marketing，19(3)，133-139。 |
| 54. | Kim, Changsu、Galliers, Robert D.、Shin, Namchul、Ryoo, Joo-Han、Kim, Jongheon(2012)。Factors influencing Internet shopping value and customer repurchase intention。Electronic Commerce Research and Applications，11(4)，374-387。 |
| 55. | Hoffman, Donna L.、Novak, Thomas P.(1996)。Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations。Journal of Marketing，60(3)，50-68。 |
| 56. | Hsu, Chin-Lung、Lu, Hsi-Peng(2004)。Why do people play on-line games? An extended TAM with social influences and flow experience。Information & Management，41(7)，853-868。 |
| 57. | Chiang, Y. T.、Lin, S. S. J.、Cheng, C. Y.、Liu, E. Z. F.(2011)。Exploring online game players' flow experiences and positive affect。Turkish Online Journal of Educational Technology，10(1)，106-114。 |
| 58. | Yang, Hao-Erl、Wu, Chi-Chuan、Wang, Kuang-Cheng(2009)。An Empirical Analysis of Online Game Service Satisfaction and Loyalty。Expert Systems with Applications，36(2)，1816-1825。 |