Antecedents of flow in online shopping: a test of alternative models

Flow is an optimal state of experience that has been studied in various situations, including online environments. In such environments, it has been found to be positively related to exploratory behaviour, revisit and purchase intention, and positive attitude towards web sites. Based on flow theory, this study tests the complete structure of the flow model as it was originally formulated in an online shopping context. The role of the preconditions of flow is elaborated and the effect of web site complexity, an important interface design variable, on flow is examined. Results show that web site complexity affects flow through the mediating effects of the three preconditions of flow. Theoretical and practical implications of this finding are discussed.