Purpose This study examined relationships among e-stimuli and customers’ behavioral intentions and identified whether customers’ hedonic or utilitarian orientation moderation effects of e-stimuli on a bed and breakfast (B&B) website’s flow experience. Design/methodology/approach The proposed hypotheses were tested by using structural equation modeling. Two group comparisons were conducted to test moderating effects in the relationships between stimuli and flow experience. Findings This study determined e-stimuli affected customers’ flow experiences and causal relationships among emotions, satisfaction and behavioral intentions. It also found moderating effects of hedonic/utilitarian motivation. Practical implications Findings from this study could help B&B operators develop online marketing strategies. Originality/value This study developed a framework of e-stimuli in a B&B website setting to address customers’ psychological behaviors to understand the practical needs of the B&B industry and customers’ expectations.