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This study develops modeling using the concept of variable flow based on research gaps empirical studies of online/web experience emphasizing strategic aspects that require a theory-based conceptual framework. Flow variable in this model using 3 steps by identifying independent variable (interactivity, usability, connectedness, chalenge, skill, telepresence, perceived benefit), component variable (functionlity, psychological, content/marketing) and outcome variable (satisfaction, trust and behavioral intention). The unit of analysis is the Open University website user, with 364 respondents involved. By using SEM-LISREL, research modeling can prove the majority of hypothesis testing (15 Hypotheses) out of 19 proposed hypotheses. The modeling in this study can be declared valid to be developed in subsequent studies. There are 4 hypothesis tests that show insignificant results, namely: 1) the effect of connectedness on functionality; 2) the effect of content on behavioral intention; 3) psychological influence on trust and 4) psychological effect on skills. For future research development it is necessary to develop a more comprehensive "flow experience" model by taking into account the insignificant relationship of variables such as: characteristics of respondents and distribution of respondents location.