The Role of Need for Cognition in Online Flow Experience: An Empirical Investigation

Several IS studies have investigated the concept of flow. Among the many antecedent factors leading to flow experience, an individual’s cognitive factors require further exploration, because flow was reported in previous studies more than three times as often in work as in leisure and most frequently associated with online cognitive information processing activities. Following Finneran and Zhang’s call for investigating the effects of personality factors on flow, the current study examines the relationship of need for cognition (NFC) and five dimensions of flow experience. Based on 156 responses from a student sample, High NFC group was found to have higher levels of focused attention, perceived control, and curiosity than Low NFC group. The differences of temporal dissociation and perceived enjoyment between the two groups were not significant. Implications for human-computer interaction research and the practice of online personalization are discussed.