Flow in Information Systems Research: Review, Integrative Theoretical Framework, and Future Directions

As information systems (IS) are increasingly able to create highly engaging and interactive experiences, the phenomenon of flow is considered a promising vehicle to understand pre-adoptive and post-adoptive IS user behavior. However, despite a strong interest of researchers and practitioners in flow, the reliability, validity, hypothesized relationships, and measurement of flow constructs in current IS literature remain challenging. By reviewing extant literature in top IS outlets, this paper develops an integrative theoretical framework of flow antecedents, flow constructs, and flow consequences within IS research. In doing so, we identify and discuss four major flow streams in IS research and indicate future research directions

Multimodality as a Premise for Inducing Online Flow on a Brand Website: a Social Semiotic Approach

The aim of this paper is to propose a new approach in the form of multimodality as a semiotic method that can be used by marketers and semioticians to induce online flow, a psychological state, on a brand website. First, we refer to multimodality as a semiotic analysis that can be used for a better optimization of semiotic resource sets in meaning-making, and we distinguish it from another similar concept: multimedia. Second, after a critical literature review, we address the flow construct - a state of mind sometimes experienced by people who are deeply involved and immersed in some event, object or activity. Previous quantitative studies show a correlation between online flow experience and other variables such as design, content, sound and layout that are suggested to be its antecedents. In our study, these flow antecedents are viewed as sets of signs or modes that can be orchestrated in order to create different levels of perceived challenge for brand website users. We consider that multimodality can be used for a better optimization of these various meanings as expressed by modes that are "essentially different in nature" (Bateman, 2008, p.54). Also, we refer to the online marketing outcomes of the online flow experience, in order to outline its importance and its implications in the online environment. The main conclusion of our paper is that multimodality can be used by scholars and practitioners as a premise to induce online flow on a brand website, by optimizing the sets of signs or modes. Originality – our contribution consists of an interdisciplinary approach. We use concepts from semiotics, positive psychology, and online marketing for a better understanding of how marketers and semioticians can positively influence online customer behaviour

Flow and Playing Computer Mediated Games - Conceptualization and Methods for Data Collection

The purpose of this paper is to describe and argue in favor of a framework for a theoretically grounded research design, using a model of flow that differs from the ones used in existing research. This paper also argues in favor of a combination of data collection methods that should yield a broader set of data and has the potential to generate a deeper understanding of the users experience and of the flow concept itself. The rationale for doing further flow research is that existing research has had a focus on utilitarian tasks, while little or no research has been conducted on intrinsically motivated tasks e.g. playing computer mediated games

Flow Theory and Online Marketing Outcomes: a Critical Literature Review

The aim of this paper is to provide a critical review of flow theory - a psychological state - and its marketing outcomes in online environments. Despite the strong interest of researchers from various disciplines, adapting the flow theory to online environments has been problematic. Based on a careful examination of the literature, we identified conceptual challenges confronted when studying flow online. The paper further discusses some possible solutions for challenges and underlines the need for more studies in this research area. Finally, marketing outcomes of applying flow theory in online environment were examined

An investigation of multitasking on the web: key findings

Introduction. This paper presents key findings from a study exploring how multitasking information behaviour is affected by people’s working memory capacity and the flow they experience during the searching process. Method. The research is exploratory using a pragmatic, mixed method approach. 30 study participants, 10 psychologists, 10 accountants and 10 mechanical engineers, conducted Web searches on four information topics. The data collection tools used were: pre and post questionnaires, pre interviews, working memory test, the flow state scale of Jackson and Marsh (1996), audio-visual data, web search logs, think aloud data, observation, and the critical decision method. Results. The results suggested that people with high working memory, high flow and mechanical engineers generated more cognitive coordination and cognitive state shifts than people with low working memory, low flow, accountants and psychologists. The most frequent cognitive state and coordination shift for all groups was from strategy to information topic. Low working memory participants rated task complexity at the end of the procedure more highly for tasks without prior knowledge compared to tasks with prior knowledge. Participants with high flow levels experienced a greater change of knowledge for information tasks without prior knowledge compared to participants with low flow. The degree of change of knowledge for participants with high flow was higher for tasks without prior knowledge rather than for tasks with prior knowledge

Flow in multitasking : the effects of motivation, artifact, and task factors

textThe aims of this dissertation study are 1) to examine how the interplay of motivation, artifacts, and task interconnectedness affect users' flow experience, 2) to understand users' multitasking patterns by analyzing approaches and strategies in multitasking environments through a participatory design session, and 3) to come up with design insights and implications for desired multitasking environments based on findings from the quantitative and qualitative data analysis and synthesis. This dissertation employed the PAT (Person-Artifact-Task) model to examine factors that affect users' flow experience in computer-mediated multitasking environments. Particularly, this study focused on users' flow experience - sense of control, focused attention, curiosity, intrinsic interest and interactivity - in the context of multitasking. The dissertation begins with perspectives on human multitasking research from various disciplines. Emphasis is placed on how researchers have defined the term multitasking and the scope of previous multitasking research. In addition, this study provides definitions of the term task switching, which also has been used to describe human multitasking. The second section of this dissertation focuses on the literature, which characterizes factors and theoretical frameworks of human multitasking research. In this section, human multitasking factors were classified into internal and external factors to analyze factors from the micro to the macro perspective. More detailed definitions and comparisons are also addressed. To summarize and conclude the literature review, this study provides a synthesis framework of internal and external factors of human multitasking contexts. In section III, this dissertation introduces theoretical frameworks that include the constructs of the PAT (Person-Artifact-Task) model and flow model. The next three sections present the research design and two research methods - the experiment and participatory design. The results and discussion section includes the implications of interpreting people's flow experience with motivation, artifact (technology affordance type), and task interconnectedness through the PAT model. The study findings and implications should extend our understanding of multitasking behaviors and contexts and how the interplay of person, artifact, and task factors affects humans' flow experience. A concluding chapter explores future work and design implications on how researchers and designers can take contextual factors into consideration to identify the most effective multitasking in computer-mediated environments.Informatio

A new integrated model for multitasking during web searching

Investigating multitasking information behaviour, particularly while using the web, has become an increasingly important research area. People s reliance on the web to seek and find information has encouraged a number of researchers to investigate the characteristics of information seeking behaviour and the web seeking strategies used. The current research set out to explore multitasking information behaviour while using the web in relation to people s personal characteristics, working memory, and flow (a state where people feel in control and immersed in the task). Also investigated were the effects of pre-determined knowledge about search tasks and the artefact characteristics. In addition, the study also investigated cognitive states (interactions between the user and the system) and cognitive coordination shifts (the way people change their actions to search effectively) while multitasking on the web. The research was exploratory using a mixed method approach. Thirty University students participated; 10 psychologists, 10 accountants and 10 mechanical engineers. The data collection tools used were: pre and post questionnaires, pre-interviews, a working memory test, a flow state scale test, audio-visual data, web search logs, think aloud data, observation, and the critical decision method. Based on the working memory test, the participants were divided into two groups, those with high scores and those with lower scores. Similarly, participants were divided into two groups based on their flow state scale tests. All participants searched information on the web for four topics: two for which they had prior knowledge and two more without prior knowledge. The results revealed that working memory capacity affects multitasking information behaviour during web searching. For example, the participants in the high working memory group and high flow group had a significantly greater number of cognitive coordination and state shifts than the low working memory group and low flow group. Further, the perception of task complexity was related to working memory capacity; those with low memory capacity thought task complexity increased towards the end of tasks for which they had no prior knowledge compared to tasks for which they had prior knowledge. The results also showed that all participants, regardless of their working memory capacity and flow level, had the same the first frequent cognitive coordination and cognitive state sequences: from strategy to topic. In respect of disciplinary differences, accountants rated task complexity at the end of the web seeking procedure to be statistically less significant for information tasks with prior knowledge compared to the participants from the other disciplines. Moreover, multitasking information behaviour characteristics such as the number of queries, web search sessions and opened tabs/windows during searches has been affected by the disciplines. The findings of the research enabled an exploratory integrated model to be created, which illustrates the nature of multitasking information behaviour when using the web. One other contribution of this research was to develop new more specific and closely grounded definitions of task complexity and artefact characteristics). This new research may influence the creation of more effective web search systems by placing more emphasis on our understanding of the complex cognitive mechanisms of multitasking information behaviour when using the web