Abstract
Many previous studies have explained the relationship between flow experience and consumer behavior in the context of human-computer interaction. However, studies have inconsistently evaluated the flow experience in terms of its relevant dimensions. Autotelic experience, curiosity, intrinsic interest, sense of control, focused attention, and time distortion are dimensions of online flow experience that have been inconsistently evaluated across different studies. Unlike previous studies, this current study characterizes flow experience with these six dimensions. This study aims to put forth a conceptual model suggestion on the flow experiences of consumers in their online information search processes. It is thought that this conceptual model will contribute to future consumer studies in explaining the effect of flow situations that occur in consumers' computer interactions on their behavior.
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