Going with the flow: Web sites and customer involvement

This paper investigates a structure of commercial Web sites, and then attempts to analyse various patterns that emerge which may be of future use as a guideline to businesses that intend establishing a Web presence. Key to the understanding of these patterns is a clearer grasp of the implications of human interaction with the new medium. The focus is on an experiential construct, namely flow, and how this might vary by Web site, and on using this to begin to unravel the secrets of good commercial Web site design and its implications for business.