Unraveling Factors of Decision Fatigue in Customization Services

Abstract: In the context of product purchases, Customization Services refer to the ability of customers to modify specifications, such as appearance, performance, and configuration, according to their preferences and needs. The commerce sector has also undergone digitalization with the use of tools such as 3D models on websites and apps. This trend extends across various fields, from everyday items to the automotive industry, where Customization Services are gaining considerable attention. A distinctive feature of Customization Services is the capability of users to create a product tailored to their preferences using an extensive array of options. However, a multitude of choices can be a source of stress owing to information overload, leading to indecision during services usage. Therefore, this research aims to investigate whether the way information is presented to users during the customization process influences smooth decision-making and consequently affects Purchase Intention. Initially interviews were conducted to identify factors hindering user choices in the product creation process. These findings suggest that the current User Interface (UI) might contribute to user indecision by presenting only information about the product being created, without facilitating comparisons. Additionally, specific elements that users wished to present during the product creation process were identified. Subsequently, UI samples were created based on the obtained elements and measurements of Decision Fatigue and Purchase Intention were conducted. These results confirmed that providing users with information that enables product comparisons can alleviate decision-making obstacles. Furthermore, Individual Differences in personal experiences and interests related to sneaker purchases were closely associated with the effectiveness of information presentation. This research contributes as a pioneering research endeavour to the increasing landscape of product Customization Services. It aims to help users efficiently discover and make decisions regarding their preferences for more user-friendly services.

Keywords: Customization Services, Decision Fatigue, Product Purchasing Intention

DOI: 10.54941/ahfe1005129

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