چکیده (انگلیسی):

The study investigate the subjective aspect of consumers’ online information satisfaction within the frame of flow experience in two processes: ongoing and goal-directed information search. A total of 391 samples for ongoing processes and 415 samples for goal-directed processes obtained in this study were analyzed with structural equation modelling. Flow is conceptualized in the study with Enjoyment, Time Distortion, Curiosity, Perceived Control and Concentration dimensions. The results indicate that flow experience has significant effects on consumers’ online information satisfaction in both processes. Enjoyment, Time distortion, Curiosity and Perceived Control dimensions affect online information satisfaction positively in the ongoing process, which is largely carried out with hedonic urges. In addition to Enjoyment, Perceived Control and Concentration dimensions have positive and Curiosity dimension has negative effects in goal-directed online information satisfaction, which is largely carried out with utilitarian urges. In addition, the results indicate that Enjoyment, Time distortion and Curiosity dimensions have significantly stronger positive effects on online information satisfaction in ongoing search processes compared with goal-directed processes, and Concentration dimension has significantly stronger positive effects on online information satisfaction in goal-directed search processes compared with ongoing processes.