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Flow, the psychological state of deep focus while conducting a fluent activity, has been increasingly examined to explain web users' post-adoptive behavior. The practical implications of flow on the web are supposed to result in a win-win situation for both users and website operators. However, to date there is little concrete knowledge or advice on how to design a website for flow. This study develops a grounded theory of flow experiences of the users of a large shopping platform, sheddingdoi:10.1109/hicss.2014.376 dblp:conf/hicss/Mahnke14 fatcat:cxnf6qrudjczzbi46ajvprov7a