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Effect of Product Customization on Consumers' Shopping Enjoyment towards the Intention to Purchase Online
| Content Provider | Semantic Scholar |
|---|---|
| Author | Zaharah, R. Chik, Wan Lokman, Anitawati Mohd |
| Copyright Year | 2006 |
| Abstract | The study examined the effect of an interactive mechanism on online consumers' shopping enjoyment towards the intention to purchase Batik fabric online. The interactive mechanism tested in the study allows consumers to customize their Batik design to the extent of changing the design colors, changing the design arrangement and selecting the fabric material for the customized Batik. An integrated theoretical framework from information systems (Technology Acceptance Model), marketing (Consumer Behavior) and psychology (Environmental Psychology), was based for this study. In order to explore the effect of product customization on the online consumers' emotional response (shopping enjoyment), an experiment was conducted with the participation of one hundred and sixty seven graduate students. Results indicated that product customization mechanism does affect online consumers' shopping enjoyment, which then leads to the intention to purchase Batik fabric online. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://anitawati.uitm.edu.my/mypapers/05_BIZIT06_Textile.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
