An exploration of flow during Internet use

Several authors have suggested that the concept of flow is useful for understanding consumer behavior in computer mediated environments, (Csikszentmihalyi, 1990; Trevino and Webster, 1992; Hoffman and Novak, 1996). Previous Internet flow research has used self-completion questionnaires. This research uses focus groups to facilitate the identification and discussion of respondents‟ Internet experience. The research explored respondents‟ awareness and experience of flow. Half of the respondents recognized Internet flow experience. Internet flow seems to prolong Internet and web site usage. Several factors that promote or inhibit Internet flow were identified. These factors may help practitioners design web sites that stimulate flow and encourage users to stay on the site.