Websites are a highly effective instrument for marketing and purchasing sporting goods. The purpose of this article is to propose and test a model of hedonism, perceived ease use and perceived usefulness, website quality, flow experience, e-satisfaction and e-loyalty. Data were collected from users of the largest online sporting goods retailer in Iran. Participants completed a seven-item scale for e-loyalty (Gremler & Brown, 1996), three-item scale for e-satisfaction (Janda et al., 2002); four-item scale for flow (O’Cass & Carlson, 2010), five-item scale for website quality (Hur et al., 2011), four-item scales for both perceived ease use and perceived usefulness (Venkatesh & Davis, 1996) and four-item scale for hedonism (Mohammadi & Isanejad, 2018). The results of structural equation model show that user beliefs and website quality have a positive effect on the flow experience. Hedonism also affected e-satisfaction and e-loyalty. Although the findings have shown meaningful relationships, there are other influential factors such as skill/challenge, perceived playfulness and interactivity that may play a fundamental role in the flow experience and thus satisfaction and loyalty.

网站是营销和购买体育用品的高效工具。本文的目的是提出并测试享乐主义、感知易用性和感知有用性、网站质量、流量体验、电子满意度和电子忠诚度的模型。数据来自伊朗最大的在线体育用品零售商的用户。参与者完成了电子忠诚度的七项量表 (Gremler & Brown, 1996)、电子满意度的三项量表 (Janda et al., 2002)；流量的四项量表 (O'Cass & Carlson, 2010)、网站质量的五项量表 (Hur et al., 2011)、感知易用性和感知有用性的四项量表 (Venkatesh & Davis, 1996) ) 和享乐主义的四项量表 (Mohammadi & Isanejad, 2018)。结构方程模型结果表明，用户信念和网站质量对流量体验有正向影响。享乐主义也影响了电子满意度和电子忠诚度。虽然研究结果显示了有意义的关系，但还有其他影响因素，如技能/挑战、感知的游戏性和互动性，可能在心流体验中发挥基本作用，从而在满意度和忠诚度中发挥重要作用。