Document Type



Computer Mediated Environments (CMEs) prepared a satisfactory opportunity for providing customization service on line. This characteristics of synchronous and interactive allow designers or enterprises enhance to discover customer s’ demands. Interface design plays a core role and influence customers’ decisions. Yet, the research of this field also has varied investigation about “flow experience”, which considerable attention has been paid in the past to research issues related to motionless state of customization product process in CMEs (e.g. system, technology, and communication tool et al.), a literature on issues of dynamic state has emerged only very slowly and in a more scattered way. It excited the curiosity of this study

In this study, we attempt evaluate customization improvements of customer value by content customization and context customization. Further to investigate the relationships between content and context customization, flow experience and behavioral intentions when provide customer co-design service.

According the findings, content customization service and context customization service provided enhanced the flow experience occur. Yet, the flow experience was significantly associated with behavior intension.