This study explores the effects of two independent variables: navigation shopping behavior (experiential vs. utilitarian) and interactivity levels (low vs. high) on flow experience, in a laboratory experiment that is a 2 x 2 factorial in a completely randomized design. The experiment deals with two commercial web sites: an original with high interactive features and a custom-made, parallel, and fictitious site with low interactive features. The study handles one independent variable, flow experience, in terms of its sensory, affective, cognitive, behavioral, and relational dimensions, based on Schmitt's (1999, 2003) definition of the user experience and in light of flow theory (Csikszentmihalyi, 1975, 1990, 2000).
Mahfouz, Ahmed Y., "Interactive Experiential ECommerce: An Experimental Study" (2004). SAIS 2004 Proceedings. 48.