Designing Multidimensional Digital Purchase Journeys: CASCADE and CASMOT Conceptual Models

Abstract

This discussion paper synthesizes insights from three consecutive nationwide online surveys in Japan (2022–2024) to characterize multidimensional, context adaptive digital purchase journeys that require effective human–system integration (HSI) across touchpoints. Grounded in descriptive evidence, we articulate two complementary conceptual models—CASCADE for experience design and CASMOT for behavioral measurement. We aim to clarify how value logics (e.g., assurance, economic/points, convenience/speed, empathy/story) coexist within individuals and switch by context, and to derive conceptual models that make such switching and multi track progression visible to both analysis and design. Design/methodology: From 2022 to 2024, we conducted nationwide online surveys of 2,900–4,350 respondents aged 20–69, covering 29–30 product groups across 11–13 categories. The questionnaire captured digital channels at awareness, comparison, purchase, and post purchase; payment and loyalty point usage; satisfaction and customer support experiences. Modules on webrooming/showrooming and cashless adoption were added in 2023; resale orientation in 2024. Stage specific choices were visualized as Channel Journey diagrams.Insights from the surveys: Online comparison increased from 50.0% (2022) to 55.7% (2024). Journeys bifurcated: daily goods often followed simplified one stop flows, whereas electronics and gifts showed complex cross channel switching. Value logics shifted by situation: 37.3% of marketplace users prioritized points; 12.5% of official site users emphasized security; 24.2% of electronics buyers reported assurance when purchasing on official sites. Loyalty/point activities engaged 96% of respondents—enhancing enjoyment yet adding UX complexity. Resale orientation grew (4.8% consider resale; 8.8% purchased used in 2024), extending value beyond purchase. Support quality—returns/exchanges, delivery notifications, responsive inquiry handling—strongly shaped satisfaction and trust.Conceptual models: From convergent patterns in the data, we inductively articulate two models. CASCADE formalizes a cyclical design process—Context Scan, Activation (parallel value logics), Switch & Select, Channel Diversion, Action, Dynamic Integration, Extension. CASMOT structures measurement—Context Scan, Activation, Switch & Select, Multi Channel (individual), Omni trace (aggregate), Trace. We map model elements to observed indicators (e.g., assurance logic anchored by official sites and support; economic/points on marketplaces; empathy/story on social/video; convenience/speed in rapid fulfillment).Contribution: The insights and models are intended to provide theoretical and practical guidance for service design and experience design, enabling the creation of richer and more diverse purchase experiences and informing future HSI research and practice in digital commerce.

Keywords: UX design, Service design, Commerce, Purchase Behavior

DOI: 10.54941/ahfe1007135