Flow Search Experience: An Empirical Investigation Using Search Modality and Interaction Modality

In online environments, such as websites or mobile applications, users display one of two distinct search modalities: hedonic or utilitarian. Hedonic users typically navigate through a site or app for exploration, whereas utilitarian users focus more on retrieving specific information or completing a particular task. A platform’s features and immersive user interface (referred to as the interaction modality) influence these behaviors. The interaction modality can be categorized into non-immersive or immersive types based on the degree of engagement and telepresence capabilities. We conducted a controlled laboratory study to investigate how search modality and interaction modality influence the flow search experience. Flow search experience refers to an elevated state of focus and pleasure that leads users to become fully absorbed in their search activity. We found that, while search modality did not significantly affect the flow search experience, the interaction modality did; specifically, an immersive interaction modality enhanced the flow search experience compared to a non-immersive one.