E-MASS CUSTOMIZATION: EFFECTS OF SELF-CONGRUITY AND FUNCTIONAL CONGRUITY ON CONSUMER RESPONSES
- 주제(키워드) mass customization , self-congruity , ideal congruity , functional congruity , emotional product attachment , perceived quality , self-monitoring
- 등재 SSCI, SCOPUS
- 발행기관 SOC PERSONALITY RES INC
- 발행년도 2016
- 총서유형 Journal
- URI http://www.dcollection.net/handler/ewha/000000140232
- 본문언어 영어
- Published As http://dx.doi.org/10.2224/sbp.2016.44.8.1379
초록/요약
Following the increasing popularity of mass customization in the online retailing environment, we investigated the effects of self-congruity and functional congruity on consumer responses. Female online shoppers (N = 303) in South Korea participated in an online survey. The results showed that the match between ideal self-concept and the customized product was a strong determinant of emotional product attachment. Functional congruity influenced emotional product attachment and perceived quality, which, in turn, influenced behavioral intentions. We also observed a moderating role of self-monitoring, such that, for high self-monitors ideal congruity influenced emotional product attachment, whereas for low self-monitors functional congruity influenced emotional product attachment and perceived quality. Thus, we provided both empirical support for the effects of ideal congruity and functional congruity on consumer responses in an online mass customization context, and a new perspective for those seeking to enhance the effectiveness of mass customization.
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