While the study of flow has attracted the interest of scholars seeking to understand its nature and effects on consumption related behaviors, it has received limited attention from Internet researchers seeking to understand factors controllable by firms which influence its formation. This study contributes to literature by examining the impact of consumer evaluations of website service interface performance components on the development of flow. The study also examines the moderating role of Internet selfefficacy. The analysis of data collected from consumers of organizations across two samples involved in the professional sport sector and e-retailing sector, indicate that the delivery of compelling website-service interface performance (via web-based components) is significantly related to the development of flow experiences.
- E-service encounters