Exploring Web Users’ On-line Positive Affects

The causality and correlations between positive affects and flow symptoms on the Web are analyzed in an attempt to increase our understanding of positive aspects of Web users’ on-line behaviors. The digital version of the experience sampling method was employed to collect situated data from 233 Web users with a repeatedly pop-up questionnaire on subjects’ Web browsers. This study concludes that, first, Web users are more likely to experience positive moods on the Web and positivity of affects and enjoyable feelings are consequences of flow or the feelings coming out after experiencing flow. Second, regarding the three factors underlying Web users’ flow experiences— which are labeled as antecedents, experiences, and consequences— these factors represent the process that an individual could experience during his/her engagement on the Web. Findings in this study provide insights into Web users' internal behaviors and the process of approaching optimal flow experience. Several general but practical recommendations are provided for Web users and Web designers in facilitating the occurrence of flow and increasing the effectiveness of Web use. Besides, methodologically, the on-line experience sampling method was proven to be a useful and practical data collection tool. Keyword: user behavior, flow theory, positive affects, experience sampling method Exploring Web Users’ On-line Positive Affects