Abstract: Stimulating the growth of ski consumption and promoting the development of the ski industry is a hot topic today. This study introduces the theory of flow experience and flow experience mechanism, and explores the psychological characteristics of ski consumption and the psychological model of sustainable ski consumption. From the perspective of micro-consumption psychology, this paper constructed a theoretical model of the flow experience mechanism of ski consumption by comprehensively using the theory of grounded theoretical research methods, interview techniques that combine in-depth interview and focus group interview, the logic analysis process of “three-level interpretation”. The results show that this study extracted 102 concepts, 36 categories and 4 main categories of the flow experience mechanism of ski consumption, and constructed the qualitative model of “immersion interaction mechanism”based on the theory of rooted theory. On this basis, in order to improve the theoretical reliability of this research, the model identification and comparative analysis is used to test the innovation and scientificity of this qualitative model. It is hoped that this research can provide a theoretical reference for the sustainable development of the ski industry.

Key words: immersive interaction model, ski consumption, flow experience, rooted theory, consumer psychology