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In this research, the portal game is in play in the online consumer\u2019s flow experience. This study also explores customer benefit and the effect on consumer behavior brought about by the identification of consumer preference and purchase intention. This study used an internet questionnaire survey to obtain 442 valid responses for data analysis. The results reveal that different Web site characteristics affect the flow experience and indirectly affect customer value; the results also indicate positive preferences and positive expense results. 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