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1 – 10 of over 8000Yonggui Wang, Jay Kandampully and He (Michael) Jia
The aim of this article is to examine the interaction effect of customization mode and regulatory focus on the “tailoring” outcomes of customized services in both the number of…
Abstract
Purpose
The aim of this article is to examine the interaction effect of customization mode and regulatory focus on the “tailoring” outcomes of customized services in both the number of options retained and consumer evaluations.
Design/methodology/approach
Two experiments investigate the interaction between customization mode and consumer regulatory focus, together with mediating and moderating factors.
Findings
An interaction effect of customization mode and regulatory focus exists: it significantly influences the number of options retained, and prevention‐focused consumers retain more options in the final customized offering than promotion‐focused consumers in subtractive customization, whereas this effect is reduced in additive customization; it significantly affects how consumers evaluate the customization service with regard to task enjoyment and attitudes toward products; and it is fully mediated by task enjoyment and positively moderated by product familiarity.
Originality/value
This article provides an important contribution to service customization design and regulatory focus theory by shedding light on the interaction between customization mode and consumer regulatory focus and revealing how this interaction affects the decision outcomes of customization services.
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Edwin N. Torres, Peter Lugosi, Marissa Orlowski and Giulio Ronzoni
Adopting a socio-spatial approach, this study develops a consumer-centric conception of service experience customization. In contrast to existing service customization research…
Abstract
Purpose
Adopting a socio-spatial approach, this study develops a consumer-centric conception of service experience customization. In contrast to existing service customization research, which has focused on company-centric approaches, the purpose of this paper is to examine the practices through which consumers use, abuse, subvert, transform, or complement organizational resources to construct their consumption experiences.
Design/methodology/approach
The empirical context for this study is a Meetup group: a consumer network organized around members’ shared interests and activities in theme parks. The research utilized participant observation of members’ face-to-face activities during two years and over 80 events, interviews with key informants, and content analysis of online interactions.
Findings
The findings outline how consumers interact across physical and virtual spaces utilizing technologies and material objects. The data are used to propose a new consumer-centric conceptualization of experience customization, distinguishing between three modes: collaborative co-production, cooperative co-creation, and subversive co-creation.
Originality/value
It is argued that the three modes of customization provide a way to understand how consumers mobilize and (re)deploy organizational resources to create experiences that may complement existing service propositions, but may also transform them in ways that challenge the service provider’s original goals and expectations. Furthermore, this study identifies the factors that shape which modes of customization are possible and how they are enacted. Specifically, the discussion examines how experiential complexity, governability, the compatibility of consumer and organizational practices, and the collective mobilization of resources may determine the scope and form of customization.
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Chunmin Lang, Sibei Xia and Chuanlan Liu
This study intends to examine consumers' fashion customization experiences through a web content mining (WCM) approach. By applying the theory of customer value, this study…
Abstract
Purpose
This study intends to examine consumers' fashion customization experiences through a web content mining (WCM) approach. By applying the theory of customer value, this study explores the benefits and costs of two levels of mass customization (MC) to identify the values derived from style (i.e. shoe customization) and fit customization experiences (i.e. apparel customization) and further to compare the dominating dimensions of value derived across style and fit customization.
Design/methodology/approach
A WCM approach was applied. Also, two case studies were conducted with one focusing on style customization and the other focusing on fit customization. The brand Vans was selected to examine style customization in study 1. The brand Sumissura was selected to examine fit customization in study 2. Consumers' comments on customization experiences from these two brands were collected through social networks, respectively. After data cleaning, 394 reviews for Vans and 510 reviews for Sumissura were included in the final data analysis. Co-occurrence plots, feature extraction and grouping were used for the data analysis.
Findings
The emotional value was found to be the major benefit for style customization, while the functional value was indicated as the major benefit for fit customization, followed by ease of use and emotional value. In addition, three major themes of costs, including unsatisfied service, disappointing product performance and financial risk, were revealed by excavating and evaluating consumers' feedback of their actual clothing customization experiences with Sumissura.
Originality/value
This study initiates the effort to use web mining, specifically, the WCM approach to thoroughly investigate the benefits and costs of MC through real consumers' feedback of two different types of fashion products. The analysis of this study also reflects the levels of customization: style and fit. It provides an in-depth text analysis of online MC consumers' feedback through the use of feature extraction analysis and word co-occurrence networks.
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Investigates the role of brand name in consumers' decision making during a customization process, and develops a conceptual understanding of the factors influencing the role of…
Abstract
Investigates the role of brand name in consumers' decision making during a customization process, and develops a conceptual understanding of the factors influencing the role of brand name from a “search vs experience” perspective. Addresses the strategic relationship of brand with perceived product/service/information preference match and the impact of preference match on consumer “willingness to pay for customization”. Brand name was found to be an important decision variable for customization in terms of getting a better preference match. Brand name still holds an important role on consumer communications, as was expected. Therefore, it is reasonable to believe that customization would not “commoditize” brands, but rather increase the effect of brand names in purchase decision making. High‐knowledge consumers reported stronger brand name effect in terms of its importance and usefulness in their decision making. The brand name effect varies across product categories, and the effect is stronger in the customization of search products than that in experience products. Thus, brand names have greater impact on choices in a search product where less total quality information on components is available for facilitating consumer choices. Discusses managerial implications of the study's findings.
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Can-you Wang, Cheng-long Li and Qin Su
The purpose of this paper is to study the price decisions and profits of two firms in a competitive market in which one platform firm considers whether to adopt a consumer…
Abstract
Purpose
The purpose of this paper is to study the price decisions and profits of two firms in a competitive market in which one platform firm considers whether to adopt a consumer customization strategy.
Design/methodology/approach
This study develops the consumer’s utility function, which captures consumers’ behavioural and emotional factors in the self-customizing process, and it adopts a game theory approach to analyze the equilibrium price and equilibrium profit for each firm.
Findings
The results show that increased sensitivity in consumer customization might not benefit the platform, especially when the size of the consumer group deriving positive additional utility from the self-customizing process is small. Interestingly, if the consumer customization sensitivity is high, increasing sensitivity can benefit both firms by relaxing competition between them, while it can hurt consumer surplus. The study also further identifies the conditions under which platforms can adopt a consumer customization strategy.
Research limitations/implications
Two major limitations of the study are that the model does not involve price discrimination or explore the value of adopting a consumer customization strategy in a vertically differentiated market.
Practical implications
This study offers managerial insights for the platforms that intend to invest in a consumer customization strategy, including providing a more simple, more efficient self-customizing process for consumers; empowering consumers to broadcast their creations to a large network by social media technologies; addressing how to determine what consumers really need and want; and so on.
Originality/value
Little research has been performed to analyze the impacts of adopting a consumer customization strategy on pricing decisions in a duopoly market by capturing consumers’ behavioural and emotional factors. While this study explores the above research issue, it also illustrates the effect of the adoption of a consumer customization strategy from a consumer surplus perspective.
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Abul Kalam, Chai Lee Goi and Ying Ying Tiong
The purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the…
Abstract
Purpose
The purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the stimulus–organism–response (SOR) framework. In addition, this study aims to examine the mediating and moderating role of customization and entertainment intentions on the proposed relationships. The authors also intend to highlight the comparative effects between male and female young social media consumers on those proposed associations.
Design/methodology/approach
In the pursuit of comprehensive and rigorous data collection, this study adopted a quantitative methodology using a meticulously crafted questionnaire. The questionnaire survey was conducted in major cities of Malaysia using the convenience and snowball sampling techniques. A total of 576 responses were collected, even though 549 retorts were used for data analysis. In this investigation, the authors strategically used covariance-based structural equation modeling through the use of AMOS v. 24 as the primary data analysis tool. Augmenting the analytical depth, the authors also conducted a supplementary bootstrap analysis. The additional layers of examination were crucial for appraising the mediating and moderating effects inherent within the model, in which the PROCESS MACRO v.4.20 was used.
Findings
The results of this study revealed the significant direct positive effects of celebrity endorsers on consumer customization, entertainment and advocacy intentions. Consumer customization and entertainment intentions also found significant direct affirmative effects on consumer advocacy intention, along with the significant direct positive effects of consumer entertainment intention on consumer customization intention. The results further revealed that consumer customization and entertainment intentions cannot mediate the relationship between celebrity endorsers and advocacy intention. The entertainment intention also declined the mediating effects between celebrity endorsers and consumer customization intention. On the contrary, consumer customization intention significantly and positively, and entertainment intention also significantly but negatively, moderate the association between celebrity endorsers and consumer advocacy intention. This study also illustrates that the effects of those examined relationships differ between male and female young social media consumers.
Originality/value
This study investigates the impact of celebrity endorsers on consumer behavior, focusing on their customization, entertainment and advocacy intentions. It extends current SOR framework, enhances source credibility theory, fills gaps in the literature on social media brand engagement and underscores the significance of customization and entertainment intentions. The findings provide insights for managers aiming to harness consumer brand advocacy through celebrity endorsers effectively.
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Abstract
Purpose
This study investigated the impacts of the interaction experiential customization (IEC) mode on consumers' information processing fluency and green customization intention (GCI) as well as the moderating effect of consumers' self-construal.
Design/methodology/approach
This study conducted an online field experiment, questionnaire study and between-subjects laboratory experiment to test the hypotheses.
Findings
It was found that IEC had a significant positive effect on consumers' GCI. Moreover, consumer retrieval processing fluency played a partial mediating role in the relationship between IEC and GCI. In addition, consumers' self-construal moderated the “IEC? Three dimensions of processing fluency” relationships.
Practical implications
The results emphasized the importance of IEC in influencing consumers' consumption intention in a green customization setting and have some practical implications, that is, companies have the opportunity to use appropriate digital choice architecture designs, which can enhance consumer processing fluency when promoting eco-friendly products in the customized consumption process, especially for independent consumers.
Originality/value
This study focused on the customization design on consumers' GCI and explained the mechanism of impact of IEC on improving consumers' processing fluency and GCI in a product customization setting based on the fluency theory. In addition, this study investigated the moderating effect of consumers' self-construal (independent vs interdependent) on their significant different information processing modes for low-carbon choices.
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Shaohui Lei, Xianqing Wang, Leiqing Peng and Yulang Guo
Customization, as a crucial way to meet the heterogeneous demand of individuals, exists two fundamental and competing motivations, namely, assimilation and uniqueness. Based on…
Abstract
Purpose
Customization, as a crucial way to meet the heterogeneous demand of individuals, exists two fundamental and competing motivations, namely, assimilation and uniqueness. Based on optimal distinctiveness theory, this paper aims to validate the interactive effect of self-expressive customization types (i.e. customization to express individual identity and customization to express a shared identity) and self-construal on consumers’ willingness to pay a premium (WPP).
Design/methodology/approach
Two studies were conducted to provide empirical support for all proposed hypotheses. The first study (n = 151) uses a hypothetical scenario of a basketball game to test the interaction effect of self-expressive customization and self-construal. The second study (n = 184) assumes a scenario of designing a t-shirt or a uniform to examined the moderated mediating role of consumer-product identification.
Findings
The results reveal that independent (vs interdependent) self-construal will have stronger consumer-product identification for customization to express an individual identity (vs customization to express a shared identity), thus generating a higher WPP. Also, perceived task difficulty is the boundary condition of the research model.
Research limitations/implications
This paper makes insightful contributions to the customization literature by strengthening the identity signals of customization and exploring the psychological mechanism and the boundary conditions.
Originality/value
This research is one of the first few empirical studies to examine the impact of self-expressive customization on consumers’ WPP via the identification with the focal object. This paper not only expands the literature of self-expressive customization but also provides a new research direction for the research of person-object interaction in marketing.
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Xiaolun Wang, Xiaofeng Yu, Fan Feng and Peijian Song
Customization, a marketing strategy through providing personalized products, might be a new solution to motivate consumer feedbacks in electronic commerce (e-commerce) websites…
Abstract
Purpose
Customization, a marketing strategy through providing personalized products, might be a new solution to motivate consumer feedbacks in electronic commerce (e-commerce) websites. Taking the dual-value of customization (emotional involvement and uniqueness expression) as the theoretical basis, this study aims to investigate the impact of customization on consumer's word-of-mouth (WOM) behaviors and contents by motivating: (1) more, (2) faster, (3) positive at first and then negative, (4) longer and (5) more helpful WOMs.
Design/methodology/approach
A field study was conducted with multi-sourced data: customer order data from a Chinese retailer and WOM data from Amazon.com. The two datasets were matched to filter out 463 online reviews among 6,892 customers who placed customized orders. Heckman's two-stage model, logistic regression, Ordinary least squares regression, Tobit regression, analysis of covariance and Lind–Mehlum U Test were used in the data analysis.
Findings
This study has found that (1) customization level motivates WOM behaviors including WOM posting and WOM speed, (2) an inverted U-shaped relationship exists between customization level and consumer rating and (3) customization level has a significantly positive impact on WOM helpfulness but not on WOM length.
Originality/value
This study advances theoretical development in the area of WOM motivators by proposing a new product-centric approach, customization, to stimulate voluntary WOMs. Empirical field research that analyzes consumer's real responses to customization is in scarcity. The dual-value of customized products is proposed as the underlying mechanism to explain the impact of customization level on consumer's WOM behaviors/contents. An interesting inverted U-shaped relationship is found between customization level and customer rating. This research provides nuanced practical guidance for websites, companies and consumers.
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Shouwang Lu, Gong (Gordon) Chen and Kanliang Wang
This study aims to explore the effect of two digital nudging technologies that is overt digital nudging (ODN) and covert digital nudging (CDN), on consumers’ choices of nudged…
Abstract
Purpose
This study aims to explore the effect of two digital nudging technologies that is overt digital nudging (ODN) and covert digital nudging (CDN), on consumers’ choices of nudged options in the context of online customization systems (OCS).
Design/methodology/approach
This paper designed a 2 (ODN: yes/no) by 2 (CDN: yes/no) full factor between-subject lab experiment in the context of online travel package customization. This paper collected and analyzed the number of nudged options (the intermediate options) of choices among consumers in these four scenarios.
Findings
ODN and CDN have positive effects on consumers’ choices of nudged options in online customization (OC). In addition, mixed nudge (a combination of ODN and CDN) has a more significant effect on consumers’ choices of nudged options in OC than using CDN only.
Research limitations/implications
This study focused only on the choice behavior of consumers in the customization context and did not analyze their attitude change. The present study used vendor recommendation as the proxy variable of ODN and default option as the proxy variable of CDN. A future study could explore other instances of ODN and CDN.
Practical implications
This study explores the effects of digital nudging technologies in the context of OCS. The study provides clear guidance for customization vendors on whether to use digital nudging tools and their combinations, and which tools should be preferred.
Social implications
Vendors can adopt digital nudging technology to persuade consumers to choose nudged options. This nudging effect can make consumers’ choices predictable and less uncertain, thus adding profits for vendors.
Originality/value
First, the study focuses on the impact of digital nudging on consumers’ choices and enriches the understanding of the impact of customization system design on consumers’ choices. Second, this paper put forward a new classification method for digital nudging and proposed, respectively, the effect mechanisms on consumers’ customization choices. Third, this study explores the effect of combining multiple nudging tools in OC context on consumers’ choices, which deepens the understanding of the interactive effects of different types of nudging tools.
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