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What determines whether one purchases products online shopping or through another channel? A flow experience model is proposed and tested with the structural equation modeling method. The results show that in the context of human-computer interactions while browsing a website, flow experience is characterized by time distortion, enjoyment and telepresence. The entertainment, website services' quality, the customers' web close and the perception of novelty have negative effect on flow experience. Otherwise, the website can enhance the consumers' intention through improving its interaction and entertainment.