4 Flow Experience in Cyberspace: Current Studies and Perspectives

Cyberspace constitutes a specific environment; the investigations in this field are based either on the original cyberspace-dependent methods and theories, or on universal theories and methods worked out in diverse areas of knowledge, not necessarily closely connected with cyberspace. A psychological theoretical construct (with vast practical perspectives) introduced by Csikszentmihalyi, (2000/1975) known as optimal, or flow experience, alongside the methods of its measurement, basically refer to the universal, that is, nonspecific the-oretical and methodological background. This traditional methodology was adapted and accepted within cyberspace; it represents a growing area of the investigators ’ activity in the field. Like many other investigations of human behavior in cyberspace, flow-related studies are of both practical and theoretical significance. The practical significance is associated with the challenges deriving from business: a large body of research is stimulated by business expectations of acquiring advan-tages in the quality of offers to be suggested to customers. The theoretica