Using flow as a viable describing experience by online consumers, an online consumer behavior model is developed from consumer's perception perspective. Based on this, the paper discusses which attributes would make consumers feel an experience of flow and whether creating pleasant shopping experience for consumers just as in the traditional environment would increase consumers' purchasing intention. The empirical analysis by SEM (structural equation modeling) shows that perceived system quality's effect is greater on flow than perceived information quality. Having a feeling of flow can increase consumer's purchasing intention. But its effect on purchasing intention is not as strong as initial trust.