ABSTRACT
The study theoretically examines Web interaction using the flow concept as a useful construct for describing general human-computer interactions (HCI) during working activities. Flow could be used to identify the factors that influence the experience of individuals as they learn and use the Web-based applications and, in turn, as a way of defining the nature of compelling online experiences. Going beyond flow, this study takes a holistic approach to understanding the experiences of Web users, exploring concepts such as involvement, concentration, ability, challenge, arousal, perceived control, playfulness, and personal innovativeness.
Users will tend to use the Web when they are completely immersed and intrinsically enjoy the online experience. Increasing intrinsic enjoyment through navigation oriented to exploration and control is an essential tool for successful management of Web-based applications. Specifically, this theoretical review proposes that the experience of flow is a highly desirable goal to increase the effectiveness of Web experiences and users’ satisfaction.
Flow can have significant consequences for organizations: it may result in playful and exploratory behaviors but also in high-quality results. Individuals in flow will have a higher learning performance and usage levels compared to individuals “in boredom.”
