“…Flow is associated with positive affect, because a strong autotelic experience might reduce the role of external rewards till the point they are perceived as redundant (Csikszentmihalyi, 1997). Flow has been studied in various contexts of information technologies such as online shopping, computer games, online games, social networking sites, e-mail and instant messages (Chang and Zhu, 2012;Chen et al, 2008;Jennett et al, 2008;Hausman and Siekpe, 2009;Huang and Hsieh, 2011;Hoffman and Novak, 2009;Koufaris, 2002;Mauri et al, 2011;Novak et al, 2000;O'Cass and Carlson, 2010;Shang et al, 2005;Zaman et al, 2010;Zhou and Lu, 2011).…”