Flow Experience and Consumer Willingness to Pay in Online Mass Customization Processes

被引：2
|
作者：
Canarslan, Nur Ozer [1 ]
Baris, Gulfidan [2 ]
机构：
[1] Anadolu Univ, Open Educ Fac, Mkt Dept, Eskisehir, Turkey
[2] Anadolu Univ, Fac Econ & Business Adm, Mkt, Eskisehir, Turkey
来源：
INTERNATIONAL JOURNAL OF ONLINE MARKETING | 2022年 / 12卷 / 01期
关键词：
Flow Experience; Mass Customization; Online Shopping Experience; Willingness to Pay; PURCHASE; MODEL; PRODUCT; BEHAVIOR; COMPETITION; INTENTIONS; UNIQUENESS; INDUSTRY;
D O I：
10.4018/IJOM.288423
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This research aims to identify the effects of perceived product value and flow experience during product design on willingness to pay (WTP) and purchase probability in online mass customization. The participants were asked to design shoes to their taste in a custom shoe website. After the design experience, the participants were asked to complete the questionnaire. The analyses suggest that flow experience has a direct effect on consumers' WTP and an indirect effect on purchase probability through the mediating role of perceived value of mass customized products. Furthermore, perceived value of a mass customized product has a significant effect on purchase probability and no effect on WTP found in the analyses.
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页数：21
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