中文摘要：

基于网络畅体验理论，分析了影响畅体验的信任、条件、风险和消费者特点因素。在此基础上，以在校大学生为样本，通过问卷收集数据，采用结构方程模型研究了畅体验的4种影响因素对网络消费者偏好形成的影响。研究结果发现，信任和风险因素对于网络购物偏好的影响更大，条件和信任因素对信息获取偏好影响更大，风险因素对信息获取偏好则没有显著影响。消费者特点因素、条件因素对网络沟通偏好和休闲娱乐偏好的影响更大。

英文摘要：

This study firstly discusses the factors including trust, risk, condition, and consumer characteristics, which influence consumers flow experience. Then it examines the impact of influen- cing factors of consumer flow experience on online consumer preference with the data from university students through questionnaire by use of structural equation modeling. The findings from this study show that trust and risk have more impact on preference of online shopping. The results also indicate that condition and trust exert a stronger influence on preference of information acquisition, while trust does not affect it significantly. The results find that consumer characteristics and condition exhibit greater impact on preference of online communication, preference of leisure entertainment. The re- sults of this study provide important implications for research and practice in the end.