This study aimed to examine the relationships between several antecedent factors and outcome factors centered on the concept of flow—proposed by Hoffman and Novak (1996) as a concept that facilitates repeated website visits—and particularly to elucidate the relationship between flow and consumer purchase intention in the Internet environment. Additionally, this study sought to determine whether there are differences in product purchase categories, information search methods, and purchasing method selection according to flow types. Responses obtained from 244 Internet users across various sectors were analyzed using LISREL and SPSS WIN 7.5's crosstabulation, one-way ANOVA, and MANOVA methods. According to the analysis results, the interactivity between users and the Internet environment affects users' perceived web-related skill level and perceived challenge. A balance between high perceived skill and challenge leads to a flow state that facilitates repeated visits to websites in the Internet environment. This flow state positively influences positive affect toward the Internet environment and usage expectations, and usage expectations positively influence buyers' product purchase intention in the Internet environment. An examination of whether consumers' flow levels differ by demographic characteristics and extent of web usage revealed no significant differences in flow levels according to respondents' demographic characteristics; however, significant differences were found according to the extent of respondents' web usage, namely weekly Internet usage hours and Internet usage experience. While there were significant differences in purchase categories and product purchase-related information search methods according to flow types, there were no significant differences in product purchasing methods, contrary to expectations.