This research integrates current knowledge and theory to develop a model to explain consumer perceptions with regard to the effect of website interactivity and social presence on patronage decisions in the online luxury goods sector. A sample of 339 adults in the UK provided data for a study of effects of interactivity, social presence, enjoyment, involvement, trust and flow on patronage intentions for a jewellery website. SEM was employed to test those relationships. The results indicate the significant role of website interactivity and social presence, though indirect via trust and flow, on patronage intentions for complex products. The value of this study lines in untangling the relationships between antecedents of patronage intentions in the online retailing context. Implications for practitioners and future research directions are discussed.