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

IF 3.2 4区管理学 Q2 BUSINESS

Journal of Fashion Marketing and Management Pub Date : 2020-07-27 DOI:10.1108/jfmm-11-2019-0261

Ying Zhang, A. Fiore, Ling Zhang, Xiaogang Liu

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引用次数: 16

Abstract

PurposeTo 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.

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网站设计特征对在线大规模定制网站体验价值和光顾意向的影响

目的研究在线大规模定制（OMC）服装网站的网站设计特征、消费者体验反应和光顾意愿之间的关系。设计/方法/方法共从中国大陆消费者那里获得312份可用的在线调查。采用多项目量表来测量八个结构：视觉设计；信息质量；娱乐、审美、教育、逃避现实的体验；流以及赞助意向。进行结构方程建模（SEM）以确定因素结构，并测试网站设计特征、4E（娱乐、美学、教育和逃避现实体验）、流量和对OMC服装网站的购买意向之间的假设关系。发现除一个假设外，所有假设都得到了支持。OMC网站视觉设计；信息质量；娱乐、审美和教育体验对消费者的光顾意愿有积极影响。研究局限性/含义局限性包括使用来自中国主要城市的消费者样本；结果不能推广到所有中国消费者。未主动浏览网站。此外，本研究仅考察了OMC网站质量的两个维度，视觉设计和信息质量；在未来的研究中可以考虑更具体的特征。实际含义这些发现为网站设计师和营销人员提供了对可能导致OMC网站赞助意向增加的体验的见解。原创性/价值本研究提供的证据表明，流量有助于解释网站设计特征的体验价值（即4E）对光顾意向的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Fashion Marketing and Management Multiple-

CiteScore

7.30

自引率

8.60%

发文量

期刊介绍： ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.