A COMPREHENSIVE STRUCTURAL MODEL OF ONLINE/WEBSITE EXPERIENCE

This study evolves a model using the concept of variable flow based on limited outcome empirical studies regarding digital experience critical aspects that require theoretical basis. Flow variables in this modeling use 3 stages, starting from independent (interactivity, usability, connectedness, challenge, skill, telepresence, walfare), component (functionality, psychological, content/promoting) and (satisfaction, belief, behavior). The unit analysis is website users various tourist destinations local culture traditions, with total 364 respondents. Data were analyzed Structural Modeling Approach (SEM-Partial Least Square). research can prove most hypothesis testing as many 15 19 proposed hypothesis. be declared valid to developed next research. There are four present insignificant results: 1) influence connectedness usability; 2) impact content manners determination; 3) conceptual belief and, 4) aptitude psychology. For development future research, it necessary develop more comprehensive "flow experience" by considering relationship several important things: respondent characteristics, similarity conducting comparative equivalent units analysis. Keywords : variable, web/online experience, antecedents, outcome, structural.