The role of flow experience in cyber-game addiction.

Consumer habit, an important key to repetitive consumption, is an interesting yet puzzling phenomenon. Sometimes this consumption becomes obsessive--consumers will continue to act a certain way even when they feel it is not in their best interests. However, not all consumers develop such addictions. This study uses cyber-game addiction syndrome as an analogue to trace the possible causes of consumer addiction. Results from structure equation modeling show that repetition of favorite activities has a moderate effect upon addiction, which is in line with the assertion of rational addiction theory. However, flow experience--the emotional state embracing perceptional distortion and enjoyment--shows a much stronger impact on addiction. This suggests that consumers who have experienced flow are more likely to be addicted.