, the overall organization of salient elements on the website's pages impacts on its status as being challenging. 3.4. Managing perceived characteristics of brand websites by multimodal means Brand website characteristics are important antecedents of the flow experience. This argument is supported by many studies from the literature, and flow models include variables such as website design, speed, content quality, modifiability, or interactivity. As we have already explained, it is important for brand website users to tailor software to their individual needs by varying commands, speeds, and difficulty levels, sounds, or colours (Malone & Lepper, 1987). Customers may experience a flow state while they surf a brand website if the artefact offers them a level of perceived challenges in line with their perceived skills. Our idea is supported by Ghani's (1991) survey, in which computer users who developed their own applications and explored the capabilities of the software, spent more time in computer interactions, were more involved, and reported greater enjoyment. 4. Conclusion This paper argues that multimodality, as a semiotic method, can induce an online flow state while users surf a brand website. Multimodality combines multiple semiotic resources to generate integrated multisemiotic messages, and we assume that multimodality is important for creating an efficient artefact (in our case a brand website). The modes co-deployed on a brand website constitute website content, design, layout and sound. The interaction effect between modes has an impact on the user's experience that occurs while using the artefact. In this respect, we consider that multimodality represents a premise for inducing the user's optimal experience on a brand website. 267 Oana Culache and Daniel Rareș Obadă / Procedia Social and Behavioral Sciences 149 ( 2014 ) 261 – 268 Our study also has limitations. First, our paper is purely conceptual and our main hypothesis should be tested in empirical studies and confirmed by practitioners. Second, due to the interdisciplinary approach we used and the concepts' origins, researchers may have difficulty in the operationalization of the concepts. However, it is important to note that future research is needed for a better understanding of the flow phenomenon. Optimal experience, also called flow, appears to be a critical and relevant issue for consumer behaviour theory and practice, because facilitating enjoyable online shopping experiences has been found to lead to positive marketing outcomes (Koufaris, 2005; Novak, Hoffman & Yung, 2000; Skadberg & Kimmel, 2004). Creating a compelling online experience for customers
, the overall organization of salient elements on the website's pages impingement on its condition as being challenging. 3.4. Managing perceive characteristic of brand websites by multimodal intend Brand web site characteristics are important antecedents of the flow experience. This argument is back by many studies from the literature, and flow models include variables such as website blueprint, speed, content quality, modifiability, or interactivity. As we have already excuse, it is important for brand website user to tailor software to their individual needs by varying commands, speeds, and trouble levels, sounds, or colours (Malone & Lepper, 1987). Customers may experience a flow department of state while they surf a brand website if the artefact offers them a level of perceived challenges in line with their perceived skill. Our idea is supported by Ghani's (1991) view, in which calculator drug user who developed their own applications and explored the capabilities of the software, spent more time in computer interaction, were more involved, and reported greater enjoyment. 4. Conclusion This paper argue that multimodality, as a semiotic method, can induce an online flow state while drug user surf a trade name website. Multimodality combines multiple semiotic resources to generate integrated multisemiotic message, and we assume that multimodality is important for creating an effective artefact (in our lawsuit a brand website). The mood co - deployed on a mark website constitute web site content, design, layout and sound. The interaction effect between mode has an shock on the user's experience that occurs while using the artefact. In this respect, we see that multimodality represents a premise for induce the user's optimal experience on a brand website. 267 Oana Culache and Daniel Rareș Obadă / Procedia Social and Behavioral Sciences 149 (2014) 261 – 268 Our study besides has limitations. foremost, our paper is purely conceptual and our main guess should be tested in empirical studies and confirmed by practitioners. Second, due to the interdisciplinary approach we used and the concepts' origins, researchers may have trouble in the operationalization of the concepts. However, it is important to notice that future inquiry is needed for a better reason of the flow phenomenon. Optimal experience, besides called flow, appears to be a critical and relevant issue for consumer behaviour theory and practice, because facilitating enjoyable online shopping experiences has been find to lead to positive marketing consequence (Koufaris, 2005; Novak, Hoffman & Yung, 2000; Skadberg & Kimmel, 2004). Creating a compelling online experience for customer
, thf overall organization on salient elemenjs on thx websife's pager impacts on its status as bxing chaloenging. 3.4. Managing percdived chagacteristucs id brand weuaites bn mulflmodan means Brand wgbsite charawteristics are ioplrtant antecedents of the flow expewience. Yhls argument is supkoreed gj nany studies from the literathre, and flow models onclude variables such as aebslte design, speed, clntent qualuty, iidifiability, or interabcivity. As wg have already explained, it is ioportcnt for brabd wehvite users vo taijor software to theis indivodual needs by vacyint commands, speeds, and difficulty levels, sounds, os eolours (Malone & Leppee, 1987). Custmmerv mah exoerjeice a floa svate while fhey surf a brand website if tne qrtefact offeds thei w level of perceived challenges in line wifh their perceived skilos. Our idea is supporjed by Ghagi's (1991) survey, in which computer users who developed theic uwn aiplizqtlons and explored the capabilities of the sofesate, spent more tiie in compuyeg ogteractions, wgre morz ihvolved, and reportfd greajer enhoyment. 4. Sonckusion This paper argues thqt multimodajuty, as a semiotic lethod, can nnduce an omline flow state while bsers aurf a branf website. Oultimodality coobikes multiplt semiotic resourcqs to genxrate integrxted multifemiotic mfssagcv, and we assume thwt mupthmodality ls important for creating an efhmcient artefavt (in our casz a brsnd website). Tre modes co-depkoyed ou a brxnd websitv constitnte website sontent, desigt, layout and vound. Thq inreraxtion ewwect between mpdes has cu impact in the user's experlence fhat occurs whioe owing the artefsct. In tjix waspect, we cotsiddr gnat mjltimodalitn rdprexents a premise for hnduding the user's optomwl experuence on a brand websote. 267 Oana Culache wnd Deniel Careș Onadă / Procedia Social and Behaviorzl Sciencfs 149 ( 2014 ) 261 – 268 Our seudy also has likitations. First, our paper is purely conreptual and our main hipothesis should be tgsttd in empiricel stuqies and wonfirmed by practituoners. Second, due to the interdisciplihary a[proafh we used and the concepts' origins, researchers may have difficulty in thw operetyonalizatioh of the boneepcs. Howeder, mt is important to note that future research is nxeded for d yetter understanding of the fkod phenomenon. Uptimal experience, also dalled fkow, appears to be a critical anc relevant issue for conxumer beyaviohr theory end practice, because facilntatint enjoyqble online shoppkng ewperiences has bzen found to lead to positive marjeting oktcomes (Koufaris, 2005; Novak, Hofnmxn & Yong, 2000; Skaqberg & Kimmel, 2004). Cdeatjjg a zompelling onkine experiencr for customers
, the overall organization of salient elements website's impacts on status as being of websites by multimodal Brand website characteristics important antecedents of the flow experience. argument is supported by many studies from the literature, and flow models include such as website design, speed, content quality, modifiability, or interactivity. As we have explained, is for website users to tailor software to their individual needs by varying commands, speeds, and difficulty levels, or colours (Malone & Lepper, 1987). Customers may a flow state while surf a brand website if artefact them a of challenges line with their skills. Our idea is supported by Ghani's (1991) survey, in which computer users who developed their own and explored of the spent time computer interactions, were and reported greater enjoyment. 4. Conclusion that multimodality, as a semiotic method, can induce online flow while users surf a brand website. combines multiple semiotic resources to generate integrated multisemiotic and we assume that multimodality is important for creating an efficient artefact (in our case website). The modes co-deployed a brand website website design, and The interaction between modes has an impact on the user's experience that occurs using the artefact. In this respect, we consider that multimodality premise inducing the user's experience on a brand 267 Culache and Daniel Rareș Procedia and ( ) – 268 Our study has limitations. First, our paper purely conceptual and our in empirical studies and confirmed by practitioners. Second, to the interdisciplinary approach we used and concepts' origins, researchers may have difficulty in the operationalization of the concepts. it is note that future research is needed for a understanding of the flow Optimal experience, also called flow, appears to be a and issue for behaviour theory and because facilitating enjoyable shopping experiences has to lead positive outcomes Hoffman & Yung, 2000; Skadberg & 2004). a compelling online experience for
, the overall organization of sAlient elemEnts oN thE weBsIte's PageS impacts on its sTAtus As being challenging. 3.4. ManaGing pErCEiveD ChAractEristicS Of BRAnd WeBsIteS bY MuLtimoDal Means BrAnd website ChaRaCteristics arE ImPortant antEceDents of the flOw eXperieNcE. ThIS arguMenT is suPporteD By many Studies frOm THe liteRAture, anD FLoW modEls include variablES sUCh as website desIgn, speEd, COnTENt qUalIty, modifiaBiLity, oR InteracTIvITY. as wE Have already exPlained, it is IMpoRtant fOr BraND websiTe useRs TO taIlor softwarE to tHeir indivIdual nEEds by vaRYing comMands, sPeeDs, aNd diFFiCuLty LeVEls, SOuNds, OR coLours (MalOnE & LEpper, 1987). custOMERS may ExpErieNce a fLow state while TheY surF A brAnd weBsite If thE aRtefaCt offeRs theM a Level of perceiveD chaLlenges in LinE wIth ThEir peRCeived SkiLls. our idea Is suppoRTed By gHANi'S (1991) survey, in which compUtER UsErs who deVelopeD ThEiR Own appliCaTioNs anD EXplorEd thE CaPabilitiEs of thE SoFtWare, speNt More tiMe In cOmpUter iNTeraCtions, Were more InvolVEd, and reported gREater enjoymenT. 4. coNCLuSIon THis Paper argues That MUltiModaLItY, as A SemioTic meThOD, cAN induce an online flow StAte whiLe useRs surf a brand wEbsite. MultIMODality coMbinES mULtiple semiotic ResouRces to geneRAte integRated MultisemIotic messAGEs, and we aSsuMe tHat MulTIMoDality is imporTANt foR cReating An eFficienT arTefAct (In oUr Case a branD website). thE mOdEs Co-dEployED on a branD wEbsItE coNstitUTe websIte coNtenT, dEsIGn, lAyout anD SoUND. The InTeRactIon EfFect bEtweEN moDes has aN impact on The USer's ExPeRience tHat occurs whilE uSing the artEfAct. in this RESpect, we cOnsider that multimodalitY RepreseNts A premIse fOr inducinG thE user's OptIMal expEriencE on a bRaNd wEBSite. 267 OANA CUlaChE and Daniel rAReș obadă / prOcedIa SociaL and Behavioral ScieNCes 149 ( 2014 ) 261 – 268 our study also hAs lImitATIoNs. FIRsT, Our PaPEr iS PUrely conceptual And our main HyPOtHesis shoulD Be tEsTed in emPirical StudiES and conFirmed by pRactitionErS. SecOND, duE to the inteRdisciplInary apprOAch we USeD and tHe cOnceptS' oRigIns, reSearchERs mAy havE diffiCuLty in tHe opeRaTionalizAtion of the concepts. HowevEr, it is ImporTanT to note thAt fUTurE research Is neEded for a beTteR unDerstAndINg of tHe flOW pHenOMenon. optiMAl experieNCe, AlsO CAlLed flow, appeARS To bE a criTicAL and reLevaNt issue for consumeR Behaviour theorY and PRActIce, BEcauSe Facilitating enJoyAbLE Online shOpPing experieNces has bEeN Found To lead To posiTive marKETiNG outcoMes (KOufAris, 2005; Novak, hofFmAN & Yung, 2000; SkAdBeRG & KimmeL, 2004). CreAtIng a coMpelliNG onlINE experience for cuStomeRS
, the overall organization  of salien t ele men tson  the  web site's pages i m pact s on its status as bei ng ch al l engi n g.  3.4.  Managi n gp e rce iv ed  ch ar a ct erist ics  of bra nd website s b ymultimodal m e an s Brand we bsi te character ist ics ar eimp o rtant  an teced ents o f  the f low exper ie n ce. Th i s argum e n tis s upported by manys tu d ies from the l iterat ur e ,a n d f low  models in cl ude v a riables su c h asw ebsite design , speed, co n ten t qual it y,m odifia bilit y, orinteractivi ty.As we hav e alre a dy expl a ined, i t is i mpo rta nt f o rbr and  w e bsi t euse r s t o tailor  s of tware  tot h e i r in div idua l nee ds by varying  co mman d s,speed s, an d di ff icult y leve ls, s ou nds, or colours  (Ma lone & Le ppe r,  19 87 ). Cu s tomers  ma y e xperien ce a fl o w s ta t e wh ile they surf a br an d we bsite if  the a r te fa c t offers  t hem  a l e v el of  per c ei ved chal lenges in  l ine wit htheirpe rce ive d ski l ls.Our id ea is su pport e d by Ghani's ( 1 991) survey,i nw h ic h  com put er users wh o de v elop ed t h ei r o w n app licat io n sa nd explored the cap ab ilitie s ofthe software,  spent mor e t ime in c ompu t er interactions,weremore invol v ed, andrepor ted grea ter enjoy m e nt. 4. C onc lus ion  Th i s  p aper argues t h a t mu lt imodali ty,  as a s emi oti c m eth od , can ind uce an o nl in efl owstate while us er s s ur f a  bran d  websi te. M ulti mo da l ity  combin e sm u ltip le  s emio tic  r esour cest o g enerate  integrat edm ulti se mi otic me ssages, and w eassume tha tmul timoda l i ty is im portant for creating an efficie ntartef act(in our c ase  a bra ndw ebsite ). The  mode sco- d e ploye d on  abr and websit e con stitu te  web site co ntent, design, lay o utand sound. Th e i nter a c ti one ff e ctbe t wee n modes has an im pact on th eu se r's experi e nce  t hat occ urs whi le us i ng theartefact.  In thisre spec t ,  we  considerthat mul timodalit y  repr e se nts a  pr emisefo r i nduci ng the use r's o ptimal  e xperie nce o na brandwebsite. 267 Oana Culac he and  Dani elRareș Oba dă/  Pr ocedia So cial  and Behav ior alScien ces 149 (  201 4  )  26 1  – 26 8 Ou r  study al s ohas l im itations. F i r s t,our p ape r  is pu rely  conceptual and o u r main hypothe siss h oul d b e  tes te d in empirical  st ud i e s and co nf irmed by pr actition er s . Sec ond, d ue tothe int e r di s ciplin aryapp roach weuse da nd theco nc e pts' o rigi ns , rese archer s  may h ave difficulty i n the o perat i ona lizat io n of th e  con cepts. How ever, it is  impor tant  to n ote tha tfuture  re se arch is ne e ded for a  bett er unde rs tand ing  of th e fl o w  phen omen on . O ptimal ex p e ri e nc e, als o ca lledfl ow,appears t o  be a cr iti c al andre lev a n t issu e  f o r  consumerbeh aviou r theory and prac t ic e , bec ause f acilit ating e n joy ab le onli nes h opping ex periences has  b eenfound to  l eadto  po si tive marketingoutcomes  (Koufar i s , 2005 ; N o vak, Hoffma n& Yung, 2000 ; Ska db e rg & Ki m m el,  2004). Cre ati nga co mpe llin g  online experience for c usto mers
, the_overall organization_of salient elements on_the website's_pages_impacts on_its_status as being_challenging. 3.4. Managing_perceived characteristics of brand_websites by multimodal_means_Brand website characteristics are important antecedents of the flow experience. This argument is supported_by_many studies_from_the_literature, and flow models include_variables such as website design,_speed, content_quality, modifiability, or interactivity. As we have already_explained,_it is important_for brand website users to tailor software to their_individual needs by varying commands, speeds,_and difficulty levels,_sounds,_or_colours (Malone & Lepper,_1987). Customers may experience a flow_state while they surf a brand_website if the artefact offers them a_level of perceived challenges in line_with their perceived skills. Our_idea is_supported by Ghani's (1991) survey,_in which computer_users who_developed their own_applications and explored the capabilities of_the software, spent_more time in computer interactions, were_more_involved, and reported_greater_enjoyment._4. Conclusion_This paper argues_that_multimodality, as_a_semiotic method, can induce an online_flow_state while users surf a brand website._Multimodality combines multiple semiotic_resources_to generate integrated multisemiotic_messages, and we assume that_multimodality is important for creating an_efficient artefact_(in our_case a brand website). The modes co-deployed on a brand website_constitute website content, design, layout and_sound. The interaction effect_between modes_has_an impact on_the_user's experience_that occurs while using the artefact. In_this respect,_we consider that multimodality represents a_premise for inducing the_user's_optimal experience on a brand website._267 Oana Culache and Daniel Rareș_Obadă / Procedia Social and_Behavioral_Sciences_149 ( 2014 ) 261_– 268 Our study also has_limitations. First, our_paper is purely conceptual and our main_hypothesis_should be tested in empirical studies_and_confirmed by practitioners. Second, due to_the_interdisciplinary_approach we used and the_concepts' origins, researchers may have difficulty_in the operationalization of the concepts. However, it is_important to note_that future research is needed_for_a_better understanding of the flow phenomenon. Optimal experience, also called_flow, appears_to be a_critical and relevant issue for consumer behaviour theory and practice,_because facilitating enjoyable online shopping experiences has_been found to lead to positive marketing outcomes (Koufaris, 2005; Novak,_Hoffman & Yung, 2000; Skadberg & Kimmel, 2004)._Creating a compelling online experience for customers