“…Once a person is in flow, he or she develops a belief of being in complete control of his or her own actions (Nah, Eschenbrenner, Zeng, Telaprolu, & Sepehr, 2014). When flow is conceptualized in marketing, it is observed that the perceived control in Internet usage forms one of the dimensions of flow (Deng et al, 2010;Drengner, Gaus, & Jahn, 2008;Hsu & Lu, 2004;Nel et al, 1999;Wang et al, 2007) -Concentration: Concentration is the state of focusing completely on the work conducted while interacting with technology; the mind is completely occupied with the thing being done and can easily focus on something while ignoring other interesting elements (Usluel & Vural, 2009). It is observed that concentration is approached as one of the dimensions of flow, although conceptualized within the Internet context (Ding et al, 2010;Drengner et al, 2008;Kaur et al, 2016b;Moon & Kim, 2001;Sanchez-Franco, 2006;Wang et al, 2007).…”