Antecedents of flow in online shopping: A test of alternative models

Yi Maggie Guo, Marshall Scott Poole

Research output: Contribution to journalArticlepeer-review


Flow is an optimal state of experience that has been studied in various situations, including online environments. In such environments, it has been found to be positively related to exploratory behaviour, revisit and purchase intention, and positive attitude towards web sites. Based on flow theory, this study tests the complete structure of the flow model as it was originally formulated in an online shopping context. The role of the preconditions of flow is elaborated and the effect of web site complexity, an important interface design variable, on flow is examined. Results show that web site complexity affects flow through the mediating effects of the three preconditions of flow. Theoretical and practical implications of this finding are discussed.

Original languageEnglish (US)
Pages (from-to)369-390
Number of pages22
JournalInformation Systems Journal
Issue number4
StatePublished - Jul 2009


  • E-commerce
  • Flow
  • Web site complexity
  • Web site design

ASJC Scopus subject areas

  • Software
  • Information Systems
  • Computer Networks and Communications


Dive into the research topics of 'Antecedents of flow in online shopping: A test of alternative models'. Together they form a unique fingerprint.

Cite this