The project in five facts.
Challenge, approach and results.
The diploma thesis addresses factors related to the intention to use an online configurator in the digital purchase of custom-made furniture. The focus is on examining the relationship between the perceived benefit of product personalisation and the complexity, effort and uncertainty that accompany the process of independent configuration. The research was conducted using the example of a hypothetical online wardrobe configurator. The results confirmed all four hypotheses that were put forward. The most pronounced correlation with the intention to use was found in the perceived benefit of personalisation, whilst greater complexity of configuration and higher perceived risk were associated with lower intention to use.
Problem
The diploma thesis addresses factors related to the intention to use an online configurator in the digital purchase of custom-made furniture. The focus is on examining the relationship between the perceived benefit of product personalisation and the complexity, effort and uncertainty that accompany the process of independent configuration. The purpose of the research was to determine how the perceived benefit of personalisation, complexity of configuration and perceived risk influence the intention to use an online configurator, and how the stated factors are connected with the need for human expert support.
Solution and Method
The research was conducted using the example of a hypothetical online wardrobe configurator. The empirical part of the research is based on a quantitative online survey in which 206 adult residents of Slovenia participated. Based on the presented scenario, the connections between the perceived benefit of personalisation, complexity of configuration, perceived risk, intention to use the configurator and the need for expert support were analysed.
Results
The results confirmed all four hypotheses that were put forward. The most pronounced correlation with the intention to use was found in the perceived benefit of personalisation, whilst greater complexity of configuration and higher perceived risk were associated with lower intention to use. At the same time, it was established that with the increase in complexity of configuration and perceived risk, the users' need for human expert support also increases.
The findings of the research show that when designing and implementing online configurators, it is important to establish an appropriate balance between the possibility of personalisation, the complexity of the user experience and the availability of expert support. The user must be enabled a sufficient degree of adaptation of the product to their needs, whilst at the same time reducing the perceived difficulty of the process and uncertainty in making decisions. The results simultaneously indicate that the digitalisation of the sales process does not diminish the importance of employees, but rather influences a change in their role.
This is increasingly directed towards consultation, verification of selected solutions and support to users in more demanding decisions, where their expert knowledge is particularly important.
Module, programme and stories.
Your diploma project for a real company.
A diploma thesis at Academia solves a challenge from a company – often the one where you do your 800 hours of placement. Read about the Digitalni marketing in komerciala module or book a consultation.