Visitors’ flow experience while browsing a Web site: its measurement, contributing factors and consequences

This research was the first attempt to empirically evaluate visitors’ experience while browsing a Web site. A flow model was proposed and tested with the structural equation modeling method. It was found that in the context of human–computer interactions while browsing a Web site, flow experience was characterized by time distortion, enjoyment, and telepresence. There was adequate evidence to conclude that the interrelationships among elements of a Web site were closely related to people's flow experience. This research also found that flow experience while browsing a Web site influenced a number of important outcomes that are typically expected by Web site developers. First, when people are in a state of flow they tend to learn more about the content presented in the Web site. Second, the increased learning leads to changes of attitude and behavior, including taking positive actions.