Product Customization on the Web: An Empirical Study of Factors Impacting Choiceboard User Satisfaction

Choiceboards are Web-based systems that allow consumers to customize their orders. The study investigated factors that affect consumers’ intention to use choiceboards. The research is based on Masons’ theory and DeLone and McLean’s model of information system use. It was found that intention to use is affected by overall satisfaction. In turn, these two factors are positively impacted by factors such as system quality and information quality. In spite of support from theory, the evidence for the factor, information presentation was weak. IntroductIon E-commerce is coming of age (Markillie, 2004). Sales in the year 2003 exceeded $55 billion, and revenues in 2004 are expected to be at least 20% higher (Syre, 2004). The total impact of e-commerce, however, cannot be expressed in simple sales figures; rather, it lies in changing consumer behavior. Increasingly, consumers visit the Web site of a company to familiarize themselves with the firm’s offerings and prices before deciding to buy. A Web site is becoming the gateway to a firm’s brand, even in the case of off-line firms. Companies that realize the importance of their Web sites use technologies such as e-mail, FAQ,