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The concept of flow was developed originally in thepsychology field by Csikszentmihalyi (1975)that defined it as the holistic sensation that people feel when acting with total involvement incertain activities. When in flow, the individual feels so involved by the activity that nothing elseseems to matter. Despite several studies already made to the comprehension of the on-lineconsumer behavior, as way to attract and stimulatethe purchase in the virtual environment withthe use of the flow theory , there is not yet a consensus about what elements are antecedents,consequences or part of the flow construct in the computer mediated environment. Given theimportance of the subject and the apparent confusion in the categorization of the flow dimensions,this study aims to identify the constructs relatedto the state of flow in the form of its antecedents,components and consequences, through the presentation of a theoretical framework. For this, inaddition to the literature review, were held semi-structured interviews with individuals who alreadyhad bought a product on the Internet. The theoretical contribution proposed here is thepresentation of a framework to be investigated in future research, which sought to minimize theconfusion previously commented |
