Abstract：This study firstly discusses the factors including trust, risk, condition, and consumer characteristics, which influence consumers flow experience. Then it examines the impact of influencing factors of consumer flow experience on online consumer preference with the data from university students through questionnaire by use of structural equation modeling. The findings from this study show that trust and risk have more impact on preference of online shopping. The results also indicate that condition and trust exert a stronger influence on preference of information acquisition, while trust does not affect it significantly. The results find that consumer characteristics and condition exhibit greater impact on preference of online communication, preference of leisure entertainment. The results of this study provide important implications for research and practice in the end.
2014, Vol. 11 
