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Original Research Article
The effect of co-design and flow experience on customer satisfaction and purchase intention online
Wei-ping Pu*1, Kuohsiang Chen2 and Meng-Dar Shieh3
1Institute of Creative Industries Design, National Cheng Kung University, No.1, University Road, Tainan City 701, Taiwan (R.O.C.)
2Department of Creative Product Design, I-Shou University, No.1, Sec. 1, Syuecheng Rd., Dashu District, Kaohsiung City 840, Taiwan (R. O. C.)
3Department of Industrial Design, National Cheng Kung University, No.1, University Road, Tainan City 701, Taiwan (R.O.C.)
*Corresponding Author E-mail : weipingpu(at)gmail.com
Tel.: +886-6-2757575 ext.54360
Fax: +886-4-25651078
Article Number: | Pages: | | DOI:
Received: Accepted: April 30, 2015 Published:
Abstract
In today’s intensely competitive business environments, offering customer co-design of individual products online is a key enterprise strategy. Based on the literature on mass customization and mature online shopping environments, this study provides a framework for understanding how customer satisfaction mediates the impacts of co-design and flow experience on purchase intention. The research creates a scenario that allows participants to complete a customer co-design task. An empirical study of 137 online participants is analyzed via structural equation modeling. The result shows that both of customer co-design and flow experience are mediated by customer satisfaction. However, a direct relationship between customer co-design and flow experience on purchase intention was not found. The finding indicates that the creation of customer satisfaction during the co-design process is a vital factor in purchase intention.
Keywords: Mass customization, customer co-design, flow experience, customer satisfaction, purchase intention