During this, flow is always associated with a wide range of activities, in which the individual is optimally performing such activities the individual will indirectly be tied to the activity being performed and feel a pleasure. When e-commerce website can make consumers in a flow state or focus with activity i.e. browsing throughout the website, e-commerce website can be said to be successful in making consumers feel the flow state. According to the researchers, in online context, the experience of flow becomes the determinant that can attract consumers and affect consumer behavior and will result in re-visit of the website (Hsu, Chang & Chen, 2012). Flow is described as something which is time-consuming but may give pleasure. So, it does not matter when the individual perceives something pleasant and comfortable despite the time from the individual wasted (Ong, Khong, Faziharudean, & Dai, 2012). Flow is defined as an optimal experience with maximum involvement (Teng, Huang, Jeng, Chou, & Hu, 2012). Flow is an experience or situation that is perceived by the individual, and the seller is interested in how the consumer achieve a state of flow, as this will increase the purchase intention of consumers.

From the definition above, the researchers argue that consumers who have ever experienced state of flow when making transactions in the e-commerce website will tend to repeat his visits to an e-commerce website or does not rule out the possibility to conduct transactions back to get their pleasure they had previously experienced. So, consumers who have these experiences will have the desire and drive to purchase back in the website. The more consumers enjoy his experiences when purchase online, they will increasingly tie for exploration in the e-commerce website and will lead to consumer purchases impulsively. Can be elaborated which includes indicators of flow i.e., consumer attention is focused on the activities performed and the consumer feel pleasure (Lee, Kim, & Kim, 2007) in (Gao & Bai, 2014), & (Zhou, 2012).