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Impact of website design features on experiential value and patronage intention toward online mass customization sites

Impact of website design features on experiential value and patronage intention toward online... To examine the relationships among website design features, consumer experience responses and patronage intention toward online mass customization (OMC) apparel websites.Design/methodology/approachA total of 312 useable online surveys were obtained from Mainland China consumers. Multi-item scales were adopted to measure eight constructs: visual design; information quality; entertainment, aesthetic, educational, escapist experiences; flow; and patronage intention. Structural equation modeling (SEM) was conducted to determine factor structures and to test the hypothesized relationships among website design features, 4Es (entertainment, aesthetic, educational and escapist experiences), flow and consequent purchase intention toward OMC apparel websites.FindingsAll hypotheses, but one, were supported. OMC website visual design; information quality; and entertainment, aesthetic and educational experiences had a positive effect on consumer patronage intention.Research limitations/implicationsLimitations include using a sample of consumers from major cities in China; results cannot be generalized to all Chinese consumers. Websites were not actively navigated. Additionally, the present study examined only two dimensions of OMC website quality, visual design and information quality; more tangible and specific features could be considered in future research.Practical implicationsThe findings provide website designers and marketers with insights into experiences that may lead to an increase in patronage intention toward OMC websites.Originality/valueThe study provides evidence that flow helps explain the impact of experiential value (i.e. 4Es) from website design features on patronage intention. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

Impact of website design features on experiential value and patronage intention toward online mass customization sites

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References (86)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1361-2026
DOI
10.1108/jfmm-11-2019-0261
Publisher site
See Article on Publisher Site

Abstract

To examine the relationships among website design features, consumer experience responses and patronage intention toward online mass customization (OMC) apparel websites.Design/methodology/approachA total of 312 useable online surveys were obtained from Mainland China consumers. Multi-item scales were adopted to measure eight constructs: visual design; information quality; entertainment, aesthetic, educational, escapist experiences; flow; and patronage intention. Structural equation modeling (SEM) was conducted to determine factor structures and to test the hypothesized relationships among website design features, 4Es (entertainment, aesthetic, educational and escapist experiences), flow and consequent purchase intention toward OMC apparel websites.FindingsAll hypotheses, but one, were supported. OMC website visual design; information quality; and entertainment, aesthetic and educational experiences had a positive effect on consumer patronage intention.Research limitations/implicationsLimitations include using a sample of consumers from major cities in China; results cannot be generalized to all Chinese consumers. Websites were not actively navigated. Additionally, the present study examined only two dimensions of OMC website quality, visual design and information quality; more tangible and specific features could be considered in future research.Practical implicationsThe findings provide website designers and marketers with insights into experiences that may lead to an increase in patronage intention toward OMC websites.Originality/valueThe study provides evidence that flow helps explain the impact of experiential value (i.e. 4Es) from website design features on patronage intention.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: Apr 9, 2021

Keywords: Online mass customization; Website features; Experience economy; Flow; Patronage intention

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