Antecedents and consequences of flow state in e-commerce

Purpose Flow is an optimal cognitive state that enhances consumer satisfaction. This paper aims to examine the effects of website features (product- and service-related cues) on consumers' flow experiences and how flow affects satisfaction with e-commerce. Design/methodology/approach Responses were collected from 556 respondents who had recently made purchases online. Factor analysis identified a measure of flow applicable within e-commerce. Structural equation modeling (SEM) was used to test hypothesized relationships between product- and service-oriented cues on flow and the influence of flow on satisfaction. Findings Flow experiences were favorably (unfavorably) influenced by product (service)-related cues. Of the five flow dimensions identified, three (enjoyment, goal clarity and feedback) positively affected, one (telepresence) negatively affected and one did not affect satisfaction. Originality/value - Product- related cues enhanced while service- related cues degraded flow perceptions, with the later effect running contrary to traditional retail findings. The authors assert that this negative relationship is based on consumers' use of service- related cues online, which are needed when consumers fail to find information - representing flow disruption.