The Moderating Effect of Flow State on Web Site Effectiveness

This research aims to contribute to a better understanding of web site effectiveness. Opposing results have been found in the literature on whether traditional models or specific models should be applied to the Internet. We propose that flow state should be included as a moderator in traditional advertising models when applied to the Internet. This variable has been considered very useful for describing people’s interactions with computers. Results show that the central route to persuasion is stronger for consumers experiencing an intense flow state, whereas the peripheral route is stronger for consumers who experience a non-intense flow state.