The impact of emotion and flow experience on customer behavior intention in web-based co-design process: the mediating role of customer satisfaction

Abstract

The development of mass customization and internet technology provide a new opportunity for customer has more interaction and participation during purchasing process, while to obtain the product is more attractive and fit their own need and want. And for enterprise, to provide opportunity for customer to join product customization process is also creating a special experience for them and increasing customer perceived value and enhance the competitiveness for enterprises.

As previous studies have demonstrated the customer participation is highly related with satisfaction, wiliness to pay, higher premium and loyalty. For the customer who willing to adopt the co-design service, they are not only care about the final product but also deeply influence by psychological factors. Thus, this study developed and empirically tested a conceptual model of the impact of three psychological factors on the customer satisfaction and behavior intention. Further, the research also investigates the mediation role of customer satisfaction between psychological factors and behavior intention.

A sample of 126 online users in Taiwan is collected and empirical studies are analyzed by structural equation modeling. Results indicated that positive emotion and flow experience have direct and positive impacts on customer satisfaction, and that negative emotion has negative impact on customer satisfaction. The customer satisfaction has direct and positive impacts on behavior intention. Otherwise, the results also proved that customer satisfaction play a mediator between psychological factors and behavior intention. The research is expected to contribute in the field of co-design by presenting explicit theoretical applications of psychological factors.