Consumers' Virtual Product Experiences and Risk Perceptions of Product Performance in the Online Co‐Design Practice: A Case of NIKEiD

This study investigated how online consumers perceive usefulness, ease of use, and enjoyment of an online co‐designing practice. This study also examined how the consumers' virtual experiences with customized products related to product performance risk, attitude toward product, and purchase intention online. A Web‐based survey was conducted using the stimulus website of NIKE iD. Data were collected from a convenience sample of 137 female college students at a Midwestern university. Findings from structural equation modeling showed online consumers' perceived ease of use of co‐designing alleviated product performance risks. Also, the consumers' perceived enjoyment of co‐designing increased attitudinal and behavioral responses to customized products. Managerial implications to better utilize the co‐designing practice for mass customization and to help online consumers perceive less product performance risk are presented.