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The flow construct has recently been proposed as essential to understanding consumer navigation behavior in online environments. We review definitions and models of flow, and describe an empirical study which measures flow in terms of respondents’ skills and challenges for using the World Wide Web. Skills and challenges are shown to correlate in anticipated ways with scales measuring constructs of flow, control, arousal, and anxiety that underlie previous models of flow. By taking the sum and difference of skills and challenges as axes of a two dimensional space, we derive a simple conceptualization of flow. The sum and difference of skills and challenges for using the Web relates in hypothesized ways to measures of consumer search and purchase behavior in online and traditional media.