The present chapter details the findings and interpretations of the data analysis. It is divided into two sections. The first section focuses on research question one regarding the antecedents and consequences of customers’ perceived co-design value in the online customization system. The second section addresses research question two regarding the impact of higher social presence through live help on the entire model. Findings are reported along the results of PLS analysis of the validated structural equation model and its hypothesized relationships. Each of the two sections are further split into two subsections as detailed in the following.
KeywordsStructural Equation Model Service Quality Behavioral Intention Social Presence Perceived Service Quality
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