A flow-based model of web site intentions when users customize products in business-to-consumer electronic commerce

Abstract

User-customization is increasingly common in electronic commerce, because both the buyer and seller potentially benefit. The user interface to implement and the influence of the interface on various process and outcome measures, however, are not well understood. We developed a Flow-based model consisting of seven hypotheses regarding the user interface and its consequents. We conducted a field experiment to test an attribute-based interface vs. a questionbased interface on three variables (perceived control, shopping enjoyment and choice satisfaction) as well as two web site intentions: intention to return and intention to purchase. Six of the seven hypotheses were supported in a parsimonious model. Variance explained was 16.3% for perceived control, 45.6% for shopping enjoyment, 59.3% for choice satisfaction and 63.1% for web site intentions. The main finding is that an attribute-based interface for retail eshopping increases the shopper's sense of control and feeling of enjoyment in the process more than a question-based interface, and thereby increases satisfaction with the outcome. This combination of influences increases the intention of the shopper to return to the web site and to purchase the item. We discuss the results and suggest areas for future research in user-customization, which may apply to many different industries that engage in online commerce.

Exploring the relationship between information satisfaction and flow in the context of consumers’ online search

“…It is observed that the perceived control (H5.1eH5.2) and enjoyment dimensions (H2.1eH2.2) of flow have significantly positive effects on the information satisfaction of consumers for on-going and goaldirected search. These results are in line with the results indicating that enjoyment (Kamis et al, 2010;Szymanski & Hise, 2000;Venkatesh, 2000) and perceived control (Deng et al, 2010;Wu et al, 2015) have significant effects on satisfaction in different contexts within the literature.…”

“…Studies indicate that enjoyment has positive effects on satisfaction in different contexts (Kamis, Stern, & Ladik, 2010;Szymanski & Hise, 2000;Venkatesh, 2000). As indicated within the literature, enjoyment manifests itself as an experience with positive outputs in many different areas, regardless of the context.…”

Web-enabled wireless technology: an exploratory study of adoption and continued use intentions

“…As a result of this benefit, as an individual derives a higher degree of enjoyment from a web-enabled cell phone, they will attribute higher value to its adoption. There is a substantial body of evidence from the technology acceptance literature that supports the argument that enjoyment plays an important role in predicting use intention in the context of web-based technologies (Cyr et al 2006, Sun and Zhang 2006, Ha et al 2007, Wu and Liu 2007, Kamis et al 2010, as well as having a positive affect in the formation of perceived value in the context of mobile technology (Kim et al 2007, Lee et al 2007, Turel et al 2007. We argue that, regardless of whether the adoption decision pertains to initial usage or continued usage, enjoyment will be a significant predictor in the development of perceived value.…”

Recommendations based on Social Relationships in Mobile Services

“…The latter intends to improve recommendation algorithms by leveraging features from users' behaviors (Kamis et al ., ; Wei et al ., ). Picón et al .…”