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

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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 question-based 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 e-shopping 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.

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Authors and Affiliations

  1. Department of Information Systems & Operations Management, Sawyer Business School, Suffolk University, 8 Ashburton Place, Boston, MA, 02108-2770, USA

    Arnold Kamis

  2. Zicklin School of Business, Baruch College, The City University of New York, 55 Lexington Avenue at East 24th Street, New York, NY, 10010, USA

    Tziporah Stern

  3. Department of Marketing, Sawyer Business School, Suffolk University, 8 Ashburton Place, Boston, MA, 02108-2770, USA

    Daniel M. Ladik

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  1. Arnold Kamis
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Correspondence to Arnold Kamis.

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Note: Yogesh K. Dwivedi, Michael D. Williams and Viswanath Venkatesh were the guest editors accepting the article as part of the special issue on Adoption and Use of Information & Communication Technologies (ICT) in the Residential/Household Context (see Dwivedi et al. 2008 for editorial).

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Screen Shots of the Question-Based UID and Attribute-Based UID

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Kamis, A., Stern, T. & Ladik, D.M. A flow-based model of web site intentions when users customize products in business-to-consumer electronic commerce. Inf Syst Front 12, 157–168 (2010). https://doi.org/10.1007/s10796-008-9135-y

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