Several authors have suggested that the concept of flow is useful for understanding consumer behaviour in computer‐mediated environments. Previous Internet flow research has used self‐completion questionnaires. This research uses focus groups to facilitate the identification and discussion of respondents’ Internet experience. Explores respondents’ awareness and experience of flow. Finds that half of the respondents recognised Internet flow experience and that Internet flow seems to prolong Internet and Web site usage. Identifies several factors that promote or inhibit Internet flow. These factors may help practitioners design Web sites that stimulate flow and encourage users to stay on the site.
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