stimuli inside physical channels, such as music tempo and type, is diminishing.
The aim of this paper is to consider how the “cyberscape” may be designed and
planned in such a way as to induce positive approach behaviours – prolonged usage,
intention to return and recommendation to others, the latter being perhaps the most
important driver of traffic to commercial websites. In this respect the motivational
psychology construct “flow”, describing optimal experiences, recently applied to
computer-mediated environments including the Internet, is considered as a related
concept to approach behaviour.