A study of critical factors affecting adoption of self-customisation service - focused on value-based adoption model

With the advent of the on-demand economy, customers are showing new patterns of behaviour and actively participating in the production and design of products. This has prompted leading businesses to start providing self-customisation service. This study aims to find the factors that affect customer's acceptance of self-customisation service. The study set up a research model based on a value-based acceptance model to analyse the benefits and sacrifices offered by the self-customisation service, and to analyse the customer's intent to use the service. The proposed research model is tested using 359 valid questionnaires using PLS structural equation modelling. The empirical analysis found that among variables of customer need, perceived fit, self-efficacy, the ability to express preferences, and product involvement were adopted. It was the same for perceived sacrifice. As contributing factors to perceived value, perceived benefit was adopted both for perceived enjoyment and perceived usefulness, and perceived sacrifice for the three variables: technicality, perceived fee, and anxiety. It also showed that perceived value affects intention to use. Results of the moderating effect analysis showed that variety seeking and social innovativeness had a significant effect on the relationship between perceived benefits (or perceived costs) and perceived value. Therefore, it is desirable to develop self-customisation service for customers with strong variety seeking behaviour and social innovativeness, a value which is expanded by the possession of new products. Research shows that a strategic approach to perceived enjoyment, perceived usefulness, technicality, and perceived fee have a positive effect on perceived value. Because product involvement significantly affected perceived enjoyment, perceived usefulness, and perceived fee, it is likely that marketing activities and UX design will please and satisfy consumers when using the self-customisation service. It shows that implementation of a flexible self-customisation service can embody customer preferences at both service and environment levels.