The effectiveness of the website content that is provided can be judged from the suitability of the information that has been provided with the information needed by consumers (Prashar, Vijay, & Parsad, 2017), whether the information that is already available can reach consumers expectations. This can be measured through accuracy, completeness, and whether relevant or not the information in the website (Mazaheri, Richard, Laroche, & Ueltschy, 2013). The more relevant, up to date, and accurate the information provided, will have an impact both on the experiences of consumers, and bind the consumer to browse on the website longer.

As already explained that most consumers read briefly the information on the website compared in detail, the more accurate the information provided, will progressively reduce the time and effort spent by consumers for information retrieval (Gao & Bai, 2014; Prashar, Vijay, & Parsad, 2017). It will also help consumers to stay focused on the goal and engaged even further into the website. Contrariwise, if the information provided is irrelevant, inaccurate, and outdated will leave an impression that is not good for consumers, because they need to spend a lot more time to examine the information and directly make consumers took out more effort as well to get the information they want. So, when the information is well provided on the website, the higher consumer opportunity to also do a lot of interaction against the website, and when consumers do a lot of interaction on the website these will be more possible on them to reach a state of flow (Zhou, 2012).

Then it can be said that the accuracy of information, relevant, and complete about product provided by the website will effectively help consumers remain focused on the goal because in accordance with the information they are looking for and expect, so they don’t have to waste more time and effort to analyze the information. This effectiveness will have an impact also on consumer purchase intention more quickly, because the effectiveness of this will affect the cognitive side of consumers i.e. will bring consumers in that state of flow and when consumers get what they want, they will make purchasing decisions, especially what they get can match the expectations of consumers, then consumers will feel the satisfaction and does not rule out the possibility to make re-purchases again. As an indicator of the effectiveness of the information provided by the website is the suitability, accuracy and up-to-date (Bell & Tang, 1998) in (Gao & Bai, 2014).