Online emotional experiences and their relationships to cognitive states are of growing interest, especially in the service sectors. This study investigates one emotional experience – enjoyment – and its impact on informal online learning. The concept of enjoyable online learning, namely online learning that is not part of a formal instructional undertaking, has not been well studied or understood. Informal education is increasingly important because it includes the provision of advice and knowledge to clients and customers by service providers such as government agencies and the dissemination of cultural information by organisations such as museums. Very few studies investigate website application design with a focus on the web enjoyment experience and informal online knowledge dissemination and enhancement. Thus, this study has helped to fill a gap in the literature.