The relationship between white-water rafting experience formation and customer reaction: a flow theory perspective.

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How does authenticity enhance flow experience through perceived value and involvement: the moderating roles of innovation and cultural identity (2019, background): “According to the flow theory, individuals experiencing flow will focus on the content and goals of the activities, filtering out irrelevant perceptions and ideas, and ultimately achieving an optimal experience to maintain an orderly state of consciousness (Wu & Liang, 2011).”
Measuring customer experience in banks: scale development and validation (2014, background): “The relationship between customer experience and satisfaction had been justified by many studies (Walter et al., 2010; Wu and Liang, 2010; Hosany and Witham, 2010; Brakus et al., 2009; Sheu et al., 2009; Oh et al., 2007).”
The Causal Relationships among Recreational Involvement, Flow Experience, and Well-being for Surfing Activities (2015, methodology): “Recreationists use different techniques in response to the challenge of different contexts; therefore, flow experience is a dynamic equilibrium process (Chen, Wigand, & Nilan, 1999; Csikszentmihalyi & Csikszentmihalyi, 1988; Ellis, Voelkl, & Morris, 1994; Trevino & Webster, 1992; Wu & Liang, 2011).”