E-MASS CUSTOMIZATION: EFFECTS OF SELF-CONGRUITY AND FUNCTIONAL CONGRUITY ON CONSUMER RESPONSES

被引：5

作者：

Park, Minjung ^{[1
]}

Yoo, Jungmin ^{[2
]}

机构：

[1] Ewha Womans Univ, Dept Clothing & Text, Seoul, South Korea

[2] Duksung Womens Univ, Dept Business Adm, Seoul, South Korea

来源：

SOCIAL BEHAVIOR AND PERSONALITY | 2016年 / 44卷 / 08期

关键词：

mass customization; self-congruity; ideal congruity; functional congruity; emotional product attachment; perceived quality; self-monitoring; BEHAVIORAL INTENTIONS; IMAGE CONGRUENCE; IDEAL SELF; QUALITY; MODEL; PRODUCT; SATISFACTION; PERSONALITY; EXPERIENCE; CUSTOMERS;

D O I：

10.2224/sbp.2016.44.8.1379

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

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.

引用

页码：1379 / 1394

页数：16

共 61 条

[1] INFANT-MOTHER ATTACHMENT [J].