Abstract
ABSTRACT The “flow” concept has recently been thought of as essential to understanding consumer navigation behavior in online environments. The purpose of this paper is to review definitions and models of flow, and develop a “Flow Process Scale” for measuring flow in terms of respondents' skills and challenges. The skills and challenges have been found to correlate in anticipated ways with scales measuring constructs of flow, which underlie our Comprehensive Process Model of Network Navigation. The Flow Process Scale (FPS) has been developed on the basis of various flow constructs or sub-dimensions of flow and web usage variables. The scale is in line with the comprehensive process (flow) model, developed by the authors. Reliability and validity of the scale have been established. The FPS has significance for academicians, marketing scientists, industry practitioners, and those who are interested in the commercialization of the World Wide Web and e-commerce.
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