Consumers satisfaction of attributes in online product design


Part III: RESEARCH METHODOLOGY



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Part III: RESEARCH METHODOLOGY

The aim of this part is to clarify the research method to test the research model of the current study and the research tools selected. The data collection will provide insight how the survey was conducted, in order to test the relationship among the constructs included in the conceptual framework. Moreover, the website, chosen for this current study, is discussed and the process that users will follow for designing their own design skin is explained. The second section talks about the survey tool and the questionnaire, where the measurement chosen for the research is discussed.


3.1 Data collection


In this study, the questionnaire was designed online using the software tool, Qualtrics (www.Qualtrics.com). This software gives the opportunity to design questionnaires and then distribute it though Internet. The reason for an online survey is that it is an efficient manner to gain information about consumers’ participation. It has also an advantage for the consumer, because he/she can fill it in when they’ve got the time. Also, an online survey can reduce survey cost and time, and eliminate geographical limit (Dillman, 2000).

Thereafter, the link to the survey was sent to the participants by email, whereby this method indicates that the sample needed to have internet access. Prior to the choice of a website, several companies that at the moment providing the possibility for consumers to co-design their own products online were considered for the present research. Within thought that having a Smartphone is very popular nowadays, creating a skin for your smartphone seemed to fulfill these conditions. Although mass customization has been researched in previous studies through scenarios that describe a co-design process or through shopping stimulations as research stimuli, the use of an existing online co-design environment was preferred, a method used in past surveys as well. Therefore, the participants were asked to visit the website of Design Skins in order to co-design their own skin for their mobile phone and then come back and fill in the questionnaire. Approximately 270 surveys were sent by e-mail and social media and 102 usable responses were received.


3.2 Measurement


The questionnaire is constructed using different types of questions. There were informational questions, rating questions and interactive questions for the consumers with an active participation.

As previously mentioned, an online questionnaire was developed to collect the primary data in order to measure the variables in the model as well as the demographics of the customers. The initial questionnaire was generated from previously validated academic literature in the area of online environments, specific the co-designing. The final questionnaire consisted of 47statements representing three different constructs, namely the attributes of online co-designing, consumer satisfaction and the willingness to pay, where each part tested the different components of the conceptual model.

In essence, before participants actually start with the survey, an introduction was presented that describe the purpose and the process. Subsequently they were kindly asked to follow the link of Design Skins in order to “design their own mobile skin” and after finishing this task, go back to complete the questionnaire.

Note that the statements used for each construct in the present research are based on scales that were validated in previous studies. First, the scale used for measuring aspect of the website, the statements used in the present research are based on scales proposed by Barnes & Vidgen (2000) and Childers et al (2001). To be more specific, Barnes and Vidgen proposed a 5 statements scale meant to measure specifically the consumers’ assessment of the navigability aspect of a given website, where Childers et al (2001) used a 4 statements scale for measuring consumers’ satisfaction with the navigability aspect of a given website when shopping online. In essence, a 7 point statement will be used for greater variance. When it comes to measure the participants view on web design in this research, each item was measured on a 7-point likert scale from 1 (strongly disagree) to 7 (strongly agree) based on the study of Kim & Stoel (2004) and Muyllea et al. (2001). Also the statements that were meant to measure the transaction capability of the given website were based on scales proposed by Kim & Stoel (2004). Furthermore, the statements to measure the attributes of the co-design process are based on Dellaert and Dabholkar (2009). The scales for complexity, control and enjoyment included, used by Dabholkar (1996) as well, were modified for the needs of the current study. All scales used a 7 point likert scale from 1 (strongly disagree) to 7 (strongly agree).


The second part includes questions about customer satisfaction. Participants were asked to indicate how satisfied they were with the customization process and the product. For the items, that is used in this research were based on the scale of Oliver and Swan (1989). They asked respondents to express their satisfaction in a 7 point scale from “unhappy” to “very happy” and similar expressions about a product. Two more items were added, because of the strong proven reliability. The items used by Reynolds and Beatty (1999), namely “frustrating/enjoyable” and by Jones et al. (2000), namely “very unfavorable/very favorable”.

The third part of the questionnaire consists of questions relevant to customers’ willingness to pay the co-designed mobile skin. Participants were asked to rate the likelihood that they would purchase the customized product. The answer was given on a scale ranged from 0% to 100% for greater variance.

The final part of the questionnaire is related to respondents’ personal characteristics. Their gender, their age, their education level and their income were asked as the theory implies that they may influence customer’s performance in online co-design process. Hence, with the expectation of the respondents’ income could have an influence on the likelihood of the Willingness to Pay for the product, the decision was made to include these variables as control variables in the regression analysis that was conducted.


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