Abstract

Recently, the flow construct has been proposed as important for understanding consumer behavior on the cyber space. The object of the present study is threefold: (1) review definitions and models of flow, (2) evaluate Novak, Hoffman and Yung' causal model of flow, and (3) propose and test a more comprehensive model of flow which includes the consumer behavior variable as the final consequence of flow. On-line research is performed for 1880 web users, and the analysis of covariance structure is performed two stages. The result of this study support the model of flow as a complex multidimensional construct characterized by direct relationships among twelve unidimensional constructs and two Internet usage variables. In addition, information vividness and anxiety are shown to correlate in predicted ways with flow antecedent variables. The result also demonstrates empirically that flow relates to measures of EC consumer behavior, specifically purchase intention through EC. In other words, the comprehensive new model of flow proposed in this study is largely supported. The theoretical as well as practical implications of these findings, limitations of this study, and the direction of future research are discussed.