IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i23p15903-d987798.html
   My bibliography  Save this article

Creating a Sustainable E-Commerce Environment: The Impact of Product Configurator Interaction Design on Consumer Personalized Customization Experience

Author

Listed:
  • Minzhe Yi

    (School of Art and Design, Zhejiang Sci-Tech University, Hangzhou 310018, China)

  • Zihao Huang

    (School of Art and Design, Zhejiang Sci-Tech University, Hangzhou 310018, China
    Lab of Material Innovation Design and Intelligent Interaction, Zhejiang Sci-Tech University, 928 Seconded Avenue, Xiasha High Education Zone, Hangzhou 310018, China)

  • Yuxiang Yu

    (School of Art and Design, Zhejiang Sci-Tech University, Hangzhou 310018, China
    Lab of Material Innovation Design and Intelligent Interaction, Zhejiang Sci-Tech University, 928 Seconded Avenue, Xiasha High Education Zone, Hangzhou 310018, China)

Abstract

Promoting consumers’ willingness to pay is crucial to creating a sustainable e-commerce environment, and the interaction design of the product configurator plays a key role in this. In the present study, the product configurator, which is indispensable in online customization, is adopted as the research object to analyze the influence of interaction design on the customization experience of consumers. The pricing method (total product pricing, incomplete total product pricing, and individual module pricing) and navigation design pattern (tabs and dropdown menu with arrow buttons) are adopted as independent variables, while system usability, flexible navigation capability, perceived control, perceived enjoyment, complexity and task performance are taken as dependent variables. One hundred and eighty college students participated in this study. The results of the 3 × 2 two-factor experiment reveal that: (1) Different navigation design patterns will lead to significant differences in system usability, flexible navigation capability, and perceived control of the product configurator, and tabs are better than dropdown menu with arrow buttons in these aspects. (2) Different pricing methods will significantly affect the perceived control of users. Under individual module pricing and incomplete total product pricing, perceived control is higher. (3) Different combinations of pricing methods and navigation design patterns will affect users’ evaluation of flexible navigation capability and complexity, and under the individual module pricing and incomplete total product pricing methods, users think that tabs have a higher flexible navigation capability and lower complexity. However, under the total product pricing method, users are convinced that dropdown menu with arrow buttons has a higher flexible navigation capability and lower complexity. The research results are of great significance to both interface interaction design and online customization. Furthermore, the interaction design method of price presentation and navigation design of the product configurator is analyzed to determine the most appropriate interaction design principles, so as to enhance the user experience of online customization and provide constructive ideas from the design perspective for online customization.

Suggested Citation

  • Minzhe Yi & Zihao Huang & Yuxiang Yu, 2022. "Creating a Sustainable E-Commerce Environment: The Impact of Product Configurator Interaction Design on Consumer Personalized Customization Experience," Sustainability, MDPI, vol. 14(23), pages 1-23, November.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:23:p:15903-:d:987798
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/23/15903/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/23/15903/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kurt Matzler & Daniel Stieger & Johann Füller, 2011. "Consumer Confusion in Internet-Based Mass Customization: Testing a Network of Antecedents and Consequences," Journal of Consumer Policy, Springer, vol. 34(2), pages 231-247, June.
    2. Homburg, Christian & Totzek, Dirk & Krämer, Melanie, 2014. "How price complexity takes its toll: The neglected role of a simplicity bias and fairness in price evaluations," Journal of Business Research, Elsevier, vol. 67(6), pages 1114-1122.
    3. Liang Xiao & Feipeng Guo & Fumao Yu & Shengnan Liu, 2019. "The Effects of Online Shopping Context Cues on Consumers’ Purchase Intention for Cross-Border E-Commerce Sustainability," Sustainability, MDPI, vol. 11(10), pages 1-24, May.
    4. Lars Hvam & Niels Henrik Mortensen & Jesper Riis, 2008. "Product Customization," Springer Books, Springer, number 978-3-540-71449-1, October.
    5. Amos Tversky & Daniel Kahneman, 1991. "Loss Aversion in Riskless Choice: A Reference-Dependent Model," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 106(4), pages 1039-1061.
    6. Fabrizio Salvador & de Holan Pablo Martin & Franck Piller, 2009. "Cracking the Code of Mass Customization," Post-Print hal-02312930, HAL.
    7. Marios Koufaris, 2002. "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior," Information Systems Research, INFORMS, vol. 13(2), pages 205-223, June.
    8. Turner, Frances & Merle, Aurélie & Gotteland, David, 2020. "Enhancing consumer value of the co-design experience in mass customization," Journal of Business Research, Elsevier, vol. 117(C), pages 473-483.
    9. Hyun, Hyowon & Thavisay, Toulany & Lee, Suk Hyung, 2022. "Enhancing the role of flow experience in social media usage and its impact on shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Daniel-Rareș Obadă & Dan-Cristian Dabija, 2022. "“In Flow”! Why Do Users Share Fake News about Environmentally Friendly Brands on Social Media?," IJERPH, MDPI, vol. 19(8), pages 1-26, April.
    2. Soojung Kim & Yahua Bi & Insin Kim, 2021. "Travel Website Atmospheres Inducing Older Travelers’ Familiarity: The Moderating Role of Cognitive Age," IJERPH, MDPI, vol. 18(9), pages 1-17, April.
    3. Wiebke Roß & Jens Weghake, 2018. "Wa(h)re Liebe: Was Online-Dating-Plattformen über zweiseitige Märkte lehren," TUC Working Papers in Economics 0017, Abteilung für Volkswirtschaftslehre, Technische Universität Clausthal (Department of Economics, Technical University Clausthal).
    4. Jose Apesteguia & Miguel Ballester, 2009. "A theory of reference-dependent behavior," Economic Theory, Springer;Society for the Advancement of Economic Theory (SAET), vol. 40(3), pages 427-455, September.
    5. Kareen Rozen, 2010. "Foundations of Intrinsic Habit Formation," Econometrica, Econometric Society, vol. 78(4), pages 1341-1373, July.
    6. Luigi Guiso, 2015. "A Test of Narrow Framing and its Origin," Italian Economic Journal: A Continuation of Rivista Italiana degli Economisti and Giornale degli Economisti, Springer;Società Italiana degli Economisti (Italian Economic Association), vol. 1(1), pages 61-100, March.
    7. Pingle, Mark & Mitchell, Mike, 2002. "What motivates positional concerns for income?," Journal of Economic Psychology, Elsevier, vol. 23(1), pages 127-148, February.
    8. Shunda, Nicholas, 2009. "Auctions with a buy price: The case of reference-dependent preferences," Games and Economic Behavior, Elsevier, vol. 67(2), pages 645-664, November.
    9. Christian Grund & Dirk Sliwka, 2007. "Reference-Dependent Preferences and the Impact of Wage Increases on Job Satisfaction: Theory and Evidence," Journal of Institutional and Theoretical Economics (JITE), Mohr Siebeck, Tübingen, vol. 163(2), pages 313-335, June.
    10. Hu, Li & Ma, Hoi-Lam & Wang, Li & Liu, Yang, 2023. "Hiding or disclosing? Information discrimination in member-only discounts," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 171(C).
    11. Botond Kőszegi & Matthew Rabin, 2006. "A Model of Reference-Dependent Preferences," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 121(4), pages 1133-1165.
    12. Li Mo & Xiaosan Zhang & Yabin Lin & Zhenghui Yuan & Zengjun Peng, 2023. "Consumers’ Attitudes towards Online Advertising: A Model of Personalization, Informativeness, Privacy Concern and Flow Experience," Sustainability, MDPI, vol. 15(5), pages 1-12, February.
    13. Daniel W. Elfenbein & Anne Marie Knott & Rachel Croson, 2017. "Equity stakes and exit: An experimental approach to decomposing exit delay," Strategic Management Journal, Wiley Blackwell, vol. 38(2), pages 278-299, February.
    14. Shuli Liu & Xinwang Liu, 2016. "A Sample Survey Based Linguistic MADM Method with Prospect Theory for Online Shopping Problems," Group Decision and Negotiation, Springer, vol. 25(4), pages 749-774, July.
    15. repec:cup:judgdm:v:8:y:2013:i:2:p:136-149 is not listed on IDEAS
    16. Marianne Bertrand & Dean S. Karlan & Sendhil Mullainathan & Eldar Shafir & Jonathan Zinman, 2005. "What's Psychology Worth? A Field Experiment in the Consumer Credit Market," Working Papers 918, Economic Growth Center, Yale University.
    17. repec:esx:essedp:762 is not listed on IDEAS
    18. Ghosal, Sayantan & Dalton, Patricio, 2013. "Characterizing Behavioral Decisions with Choice Data," CAGE Online Working Paper Series 107, Competitive Advantage in the Global Economy (CAGE).
    19. Grund, Christian & Sliwka, Dirk, 2001. "The Impact of Wage Increases on Job Satisfaction - Empirical Evidence and Theoretical Implications," IZA Discussion Papers 387, Institute of Labor Economics (IZA).
    20. Duncan Luce, R., 1997. "Associative joint receipts," Mathematical Social Sciences, Elsevier, vol. 34(1), pages 51-74, August.
    21. Un-Kon Lee, 2021. "The Effect of Confirmation of Nation Brand Image in International Tourism Advertisement on Travel Intention of Foreign Tourists: The Case of Korean ITA for Chinese Tourists," SAGE Open, , vol. 11(1), pages 21582440209, January.
    22. Louis Lévy-Garboua & Claude Montmarquette, 1996. "Cognition In Seemingly Riskless Choices And Judgments," Rationality and Society, , vol. 8(2), pages 167-185, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:23:p:15903-:d:987798. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.