This paper constructs the theoretical framework based on literature review and in-depth interview of customers, adapts questionnaire to collect data, testifies the hypothesis by hierarchical regression. It studies the influence of website interactivity and vividness on the flow experience. It comes to the following conclusions: Firstly, website interactivity and vividness have significant positive influence on flow experience. Secondly, website interactivity positively influences the four dimensions of flow experience except intrinsic interest, while website vividness positively influences all of the four dimensions of flow experience. This paper not only enriches the theory of online flow experience, but also provides meaningful suggestions to the electronic commerce enterprises.