With the fast development of e-commerce, B2C online shopping has become one of the most common activities conducted over the Internet (Purcell, 2011). Some famous online shopping malls, such as Amazon.com and Tmall.com have been developed into well-established platforms for individuals’ daily purchasing. Moreover, in recent years, the popularity of portable devices (smartphones and tablet PCs) and wireless Internet have further accelerated this trend (Cao et al., 2015; Einav et al., 2014). For consumers, online shopping has become a both computer-mediated and smartphone-mediated activity allowing them to browse and buy any goods without limitations of time and place. But on the other hand, although B2C online shopping has attracted a variety of consumers, how to keep them is not easy. This is because services, products, and price premiums provided by different e-retailers are becoming more and more similar now, and therefore fierce competitions among different online shopping malls inevitably exist. Chiu et al. (2014) argued that customers’ loyalty and repeat purchasing behaviors are critical for the survival and success of any retail. Thus, in the context of B2C online shopping, understanding how to build deep and lasting relationships with consumers is essential for e-retailers. When exploring consumers’ online shopping behaviors, flow experience and e-trust are two important perspectives of analysis. More than ten years ago, Gefen and Straub (2004) have already indicated that trust should be more important in B2C online shopping because online services and products typically are not immediately verifiable. Besides, C.-L. Hsu et al. (2012) empirically proved that flow experience was significantly and positively related to online purchasing intention; Moreover, when the extent of a customer’s trust propensity was high, the effect of flow experience on online shopping behaviors would be promoted. In addition, based on the characteristics of Gen Y (millennials), Bilgihan (2016) indicated that for these customers, trust was the most important factor of e-loyalty in online shopping, and at the same time, online flow experience can also positive and significant affect e-loyalty as an antecedent. In a word, these studies indicate the flow experience and e-trust are two important promoters of consumers’ satisfaction, loyalty and continuance intention. But on the other hand, when discussing the formation of these two promoters, researchers often analyzed it from perspectives of consumers themselves, such as consumers’ characteristics or subjective feelings rather than considering some basic and objective factors in information systems (IS). To fill this gap, L. Gao et al. (2015) examined the antecedents of flow experience and e-trust from an IS perspective when exploring continuance intention towards mobile purchase.