Purpose The purpose of this paper is to examine the effect of flow experience on users’ social commerce intention. Design/methodology/approach Based on the 287 valid responses collected from a survey, structural equation modeling was used to examine the research model. Findings The results indicated that social interaction, which includes human–computer interaction and human–human interaction, has a significant effect on the flow experience, which in turn affects social purchase and social sharing intention. Research limitations/implications The results imply that companies need to facilitate social interaction to improve users’ experience and promote their social commerce intention. Originality/value Although prior research has examined social commerce user behaviour from multiple perspectives such as trust, perceived value and technological perceptions, it has focused on the effect of cognitive beliefs and neglected the effect of affective beliefs such as flow experience. This research tries to fill the gap.
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