A grounded theory of the flow experiences of Web users

This paper presents a grounded theory of the flow experiences of Web users engaged in information-seeking activities. The term flow refers to a state of consciousness that is sometimes experienced by individuals who are deeply involved in an enjoyable activity. The experience is characterized by some common elements: a balance between the challenges of an activity and the skills required to meet those challenges; clear goals and feedback; concentration on the task at hand; a sense of control; a merging of action and awareness; a loss of self-consciousness; a distorted sense of time; and the autotelic experience. The grounded theory research method that was employed in this study is a primarily inductive investigative process in which the researcher formulates a theory about a phenomenon by systematically gathering and analysing relevant data. The aim of this research method is building theory, not testing theory. The data that was gathered for this study primarily consisted of semi-structured in-depth interviews with informants of varying gender, age, educational attainments, occupations and Web experience who could recall experiencing flow while using the Web.