Effect of Flow Patterns

EFFECT OF FLOW PATTERNS

ON WEB USERS

Prabhu Ramachandran

Dept of Industrial Engineering

Clemson University, SC

ABSTRACT

This paper is a survey paper on research and study that has been carried out on flow patterns involved in using the internet as of date. Several authors have suggested that the concept of flow is useful for understanding users’ behavior in computer mediated environments. Characterizations of users’ experience on the web are beginning to appear. Research in the beginning suggested that the internet use may reduce psychological well-being, but later on there was data to prove this fact incorrect. Current Studies imply that using the internet may in turn positively influence an individuals’ subjective well being.

There have been researchers who also quote that flow states do not have any effect on web users. Researchers so far have been using self – completion questionnaires to determine the results. The latest trend that has changed in this aspect is that research is being carried out using focus group to facilitate the identification and discussion of respondents’ internet experience. Since there is a varied opinion on a single issue, the paper analyses the opinions of different researchers who have been working on flow patterns.

INTRODUCTION

Flow is defined as an optimal, extremely enjoyable experience when an individual engages in an activity with total involvement, concentration and enjoyment, and experiences an intrinsic interest and the sense of time distortion during his/her engagement. When in the flow state, people become absorbed in their activity, and the focus of awareness is narrowed down to the activity itself. The concentration is so intense that there is no attention left over. Irrelevant perceptions and thoughts are screened out and worries about problems disappear. In short, the term flow was given to describe the best feelings and the most enjoyable experience possible in human lives as ``the bottom line of existence''.

Csikszentmihalyi (1975) introduced the concept of flow, which he defined as ``the holistic experience that people feel when they act with total involvement''. When in the flow state, people are absorbed in an activity, their focus of awareness is narrowed, they lose self-consciousness, and they feel in control of their environment. Studies report flow experience in numerous activities including rock climbing, dancing, chess, reading, etc.

Recently released research by Kraut et al. (1998) suggests that increased use of the Internet may be associated with the increases in depression and loneliness, and decreases in social involvement and psychological well-being. Contrary to their arguments, a few researchers (Hoffman and Novak, 1996, Chen, 1999) have suggested that using the World Wide Web is an activity that can facilitate the occurrence of flow. If using the web may potentially cause entry to the flow state, an enjoyable experience, Web users should eventually improve their subjective well-being through accumulated ephemeral moments. Hoffman and Novak identify flow as a key characteristic of consumer behavior on the Internet, ``flow is the `glue' holding the consumer in the hypermedia Computer Mediated Environment''

Csikszentmihalyi (1975) originally identified four flow components: control; attention; curiosity; and intrinsic interest. These were replaced, Csikszentmihalyi (1993), with eight dimensions of the flow experience: clear goals and immediate feedback; equilibrium between the level of challenge and personal skill; merging of action and awareness; focused concentration; sense of potential control; loss of self-consciousness; altered sense of time; and experience becoming auto telic or self-rewarding.

Certainly flow can achieve an individual achieve a high peak performance, promote psychological growth, and increase personal skills. In short, if applied in appropriate ways, experiencing flow is beneficial both to human beings as a whole and to individuals as members of a society, because the consequences of flow propel the society to evolve while also improving individuals' quality of life.

The other problems involved in the study of flow patterns is that flow is not a concept that the respondents are familiar with , therefore in order to carry out research on it either one has to use scales of related constructs or one has to teach the respondents the concept.

Another problem faces by researchers is that if there is a delay between the experience of flow and the integration of the respondent, there is loss of information through memory decay, on the other hand respondents are irritated when interrupted and questioned while in flow state.

PREVIOUS METHODS USED

During the early stages of research in flow patterns respondents were given questionnaires’ and were asked to fill them up and then pen down any experiences that they could relate to flow states. Before these experiments are carried out, all the respondents are explained about the concept of flow patterns. This method was later replaced by ESM or Experience Sampling method. In this method the respondents were given a pager and a diary and then the respondents were paged eight times a day during their working hours on a random basis and the users had to make a note in their dairy about their current state.

This method was later further refined by Chen by integrating the ESM technique with digital auto- task technology to create a new-online ESM technology in which an special computer program was developed and installed in the computers of the respondents’ computer. When the subject was using the internet, a questionnaire popped up and at random intervals. On each of these occasions, respondents were asked to complete a numerical scale rating of as soon as the questionnaire popped up.

Online ESM collects internet users’ subjective experiences and does not rely on their retrospective recollections. Ghani and Deshpande (1994) developed a model in work-related computer use, using scales to measure items for enjoyment (``flow''), concentration, perceived control, and perceived challenge. Novak (1999) adopted a structural modeling approach to conceptualize flow. Nel et al. (1999) found correlation between flow score and different categories of Web site, using the Web site typology of Quelch and Klein (1996). So, in fact each of these authors who had been involved with flow patterns had come up with their own ideologies and had substantial data to support their methodologies. The reason I think each one of them were successful was that the method they used were created by them and the results were the ones that they expected it to be. If their methodology was tested by using some other means, I Doubt whether the results would be satisfactory.

Initial Findings

Research in numerous non-Internet contexts found about 87 percent of US adults report the experience of flow (Csikszentmihalyi, 1993). Using the same questionnaire for the Internet, Chen et al. (1999) found approximately 40 percent recognized the flow experience, while Novak (1999) found 47 percent recognized their description of flow.

Methodology

The objective of this research was to find out whether Internet users actually experience flow, to explore the nature of the experience using the framework of Csikszentmihalyi's eight dimensions of flow, and to identify factors that inhibit or promote flow on the Internet. Previous research on internet flow has either used other constructs to define the experience of flow or self-completion questionnaires. Self-completion questionnaires assume respondents understand the flow concept and related constructs, and do not allow respondents to clarify concepts with the interviewer. The interactivity of focus groups resolves this problem. This research therefore uses the flow questionnaire descriptions, but with focus groups rather than self-completion questionnaires. Focus groups also capture respondents' descriptions of the Internet experience before the flow concept is introduced, and allow the separate introduction of the three flow descriptions, enabling respondents to discuss each description individually. Focus groups were also used because this method facilitates the identification and interrogation of internal experience. ``Because moderators can challenge and probe for the most truthful responses, supporters claim qualitative research can yield a more in-depth analysis than that produced by formal quantitative methods”. Groups are not intimidating for respondents, and shared experiences ``spark off'' others. Focus groups `` can be especially useful for topics where people are not in touch with or able to articulate their motivations, feelings and opinions'', or where ``researchers wish to understand (behaviors) that are not a matter of conscious importance in everyday life’’.

Four 1.-hour focus groups were held; the 32 respondents all used the Internet at least five hours per week, and had been using the Internet for at least two years. The single sex groups consisted of 18-25 males, 18-25 females, 25-35 females, and 35-50 males. The researcher, who is an experienced moderator, led the groups.

After a general discussion of Internet usage, respondents were shown a concept board containing flow description one. Respondents were asked whether they had had similar experiences in any context, and then whether this had occurred during Internet use.

Subsequently they were shown flow descriptions two and three; each time discussion focused first on their flow experience in general, and then on their Internet experience. The word ``flow'' was not used; they were asked about ``similar experiences to those described on the board''.

The research explored respondents' awareness and experience of ``flow'', the factors that promote or inhibit it, and the nature of the experience. In addition to discussion of flow in general, respondents were asked to describe specific experiences. The groups were recorded; the tapes were transcribed and analyzed in terms of the common themes emerging from the groups.

Internet Users

The usage of internet was basically used by these people to check emails, browse the net, pay bills, for holidays and travel, educational research, downloading software, chat, entertainments and other basic functions. Most of the people in the groups had access to internet either at home or at their work place. The users also used the internet for about five to ten hours a week.

Flow Experience

The respondents felt that usually their mind is wandering and there is no flow experience when they are using the internet and they also felt that their mind was wandering when they were doing similar activities such as reading a book or watching television and playing sports.

The group’s response declined to the next concept of them considering concentration like breathing where the users are aware of their surroundings and stuff but at the same time are concentrating on the task. Their response to this type of flow was very poor and they felt that it was only an extreme case that could experience such kind of a flow pattern and there was not much support to it.

The third type of flow discussed was that the user is so involved that he is totally into it and does not see himself as separate from what he/she is doing. When this issue was discussed respondents felt that they are in this type of flow only when they are looking for information. At the same time they felt that flow can take place during all types of internet usage, but they accepted on the fact that it is more probable for this type of pattern to take place when they are searching for information rather than the flow taking place when they would be chatting or checking their mails.

Factors inhibiting Flow

Factors that inhibit flow were of three types; the nature of the experience, concerns about Internet use, and the respondent. Slow downloads were likely to disrupt flow. Boring sites, sites which rarely change, also inhibited flow, because they did not hold surfers' attention. Respondents were extremely negative about advertising, which they found particularly irritating when in flow. Internet flow is less likely at work when use is illicit, as they need to be prepared for interruptions and cannot allow themselves to become too involved. Respondents were concerned about the costs and opportunity costs of Internet use. They know that they can lose awareness of time when experiencing flow, and have developed tactics to prevent it because of cost, or other commitments. Worries about call charges and Internet connection charges discouraged prolonged use. They also felt guilty about neglecting their families and about monopolizing the telephone line, when there is only one line.

Factors Facilitating Flow

Respondents felt that flow was more likely when they were actively involved (e.g. selecting options, communicating) and getting immediate responses. Interactivity holds their attention and creates the feeling of control. Flow is more likely to occur when they have a specific task than then they are just surfing for fun. When using the Internet for fun, there was less concentration and more likelihood of distraction.

Flow Symptoms on the Web

Csikszentmihalyi (1975) summarized perceptions of flow experiences into eight dimensions:

1. Clear goals and immediate feedback

All felt flow is more likely when carrying out a specific task, such as searching for information, because it is more engrossing. When they were just browsing or surfing for entertainment there was less concentration and more likelihood of distraction; they felt they were less involved, and less likely to experience the total absorption typical of flow. Respondents felt that immediate feedback was necessary for flow to occur. Internet delays, such as long download times, or the need to acquire plug-ins to view sites, disrupted the flow experience.

2. Equilibrium between the level of challenge and personal skill

The group that identified most readily with Internet flow, the older female respondents, saw the Internet as a challenge, which they welcomed. The younger respondents did not identify with the concept of challenge, which they saw as stressful and irritating. For many the Internet had been a challenge when they first started, but was no longer a challenge. Some are excited and proud of their Internet skills, others more blasé. Internet success does not depend purely on kill, I think luck is more important than skill.'' In Csikszentmihalyi's work, skill is usually conceived (and measured) as a continuum, with different skill levels. However, many spoke as if Internet skills are more like learning to drive or to ride a bicycle, and not a linear scale.

3. Merging of action and awareness

Most saw their Internet use as inactive, and therefore did not feel there was a merging of action and awareness. But for some, the action of typing became automatic when in flow.