“…Intrinsically motivated users experience a sense of flow, which refers to feelings of playfulness, enjoyment, and cognitive absorption (Ha, Yoon, & Choi, 2007;Hsu & Lu, 2004;Liu, Liao, & Pratt, 2009;Gerow, Ayyagari, Thatcher, & Roth, 2013). While users consider the extrinsically motivating UV a means to an end, they consider the intrinsically rewarding HV as an end in itself (Ha et al, 2007).…”