Extending Models of Flow and E-loyalty

Flow, a state of mind experienced by those deeply involved in an activity, has become increasingly relevant to online merchants. Flow leads to positive and excited engagement with a website and an increased likelihood of return visits, or e-loyalty. However, researchers have struggled with the definition and measurement of flow in an e-commerce environment. Recent work has examined flow as a function of either user attitudes or cognitive evaluations about a website such as whether or not one is challenged by the site, or is able to control it. However, in other work, a more design-based approach has been used in which the visual design or information design of a website is considered. In this paper, we aim to blend these approaches and to consider dual elements of both cognition and design as antecedents to flow and online loyalty. A five-factor model is presented that defines the antecedents of flow and loyalty. Cognitive-based elements of the model are User Concentration and User Satisfaction, while design-based elements include Internet System Quality, Design Quality, and Content Visibility. The paper concludes with six hypotheses which might guide researchers in testing and validating this model.