“…In addition, word-ofmouth behaviour, feedback behaviour, task participation and customer habit are other outcomes of experiencing flow with CMEs (e.g., Carlson et al, 2017;Gao et al, 2017;Goel et al, 2013;Tokunaga, 2013). An analysis of the literature shows that flow directly leads to customers' behaviours and intentions (e.g., Jeon, Ok, et al, 2018;Kim & Hall, 2019;Yang et al, 2018) or indirectly through the impact on customers' affect and cognition (e.g., Chen, Hsu, et al, 2018;Guo et al, 2016;Hooker et al, 2019). For example, believe that flow influences consumers' emotional responses towards the website, which is considered as customer's affect, and thereafter, behavioural intention.…”