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.
