Purpose – The study aims to investigate empirically the effects of the flow of an Internet shopping mall upon consumers' revisit intention and purchase intention. Research design, data, and methodology – The subjects comprised customers of Internet shopping malls. SPSS 19.0 for Windows was used to verify the models and hypotheses. Frequency, factors, reliability, and regression analysis were used. Results – This study classified flow behavior factors of Internet shopping malls into four categories-skills, convenience, design, and mutual reaction-to investigate their influence on flow. Skills and convenience had a greater influence than mutual reaction and design. The flow was most influenced by convenience, followed by skills. Conclusions – First, the subjects comprised those who had made purchases at least once at an Internet shopping mall. Second, the study applied the common flow attributes of past researchers to the Internet shopping mall environment, to gauge customers' e-commerce involvement. Third, skill, convenience, and shopping mall display design affirmatively influenced the computer-mediated environment from the Internet marketing control implications perspective regarding the contents of the marketer’s website.