Website interactivity effects explained by consumers' online flow experience

Website interactivity created numerous opportunities for marketers to inform and persuade consumers and received extensive attention in the marketing literature. However, research on cognitive responses to website interactivity is scarce and does not provide insights in how interactivity effects can be explained. The aim of this study was to investigate the underlying mechanism that can explain the influence of website interactivity on consumers’ information processing and attitudes: online flow. In an experimental design the hypothesis was tested that flow mediates the effects of website interactivity on amount and type (website vs. product information) of information processed, and on attitudes. The results provide evidence for the notion that flow is the underlying mechanism by which both implicit cognitive and attitudinal responses to an interactive website can be explained.