Flow Experience and Consumer Willingness to Pay in Online Mass Customization Processes

Nur Özer Canarslan, Gülfidan Bariş

Source Title: International Journal of Online Marketing (IJOM)12(1)

ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781683182450|DOI: 10.4018/IJOM.288423

MLA

Canarslan, Nur Özer, and Gülfidan Bariş. "Flow Experience and Consumer Willingness to Pay in Online Mass Customization Processes." IJOM vol.12, no.1 2022: pp.1-21. http://doi.org/10.4018/IJOM.288423

APA

Canarslan, N. Ö. & Bariş, G. (2022). Flow Experience and Consumer Willingness to Pay in Online Mass Customization Processes. International Journal of Online Marketing (IJOM), 12(1), 1-21. http://doi.org/10.4018/IJOM.288423

Chicago

Canarslan, Nur Özer, and Gülfidan Bariş. "Flow Experience and Consumer Willingness to Pay in Online Mass Customization Processes," International Journal of Online Marketing (IJOM) 12, no.1: 1-21. http://doi.org/10.4018/IJOM.288423

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Abstract

This research aims to identify the effects of perceived product value and flow experience during product design on willingness to pay (WTP) and purchase probability in online mass customization. The participants were asked to design shoes to their taste in a custom shoe website. After the design experience, the participants were asked to complete the questionnaire. The analyses suggest that flow experience has a direct effect on consumers’ WTP and an indirect effect on purchase probability through the mediating role of perceived value of mass customized products. Furthermore, perceived value of a mass customized product has a significant effect on purchase probability and no effect on WTP found in the analyses.