“I'll do it for myself”: Enhancing customer value through online product customization experience

IF 11 1区 管理学 Q1 BUSINESS
Saïd Aboubaker Ettis , Achraf Sellami
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引用次数: 0

Abstract

Increasingly, many brands are enabling consumers to customize products and services to their specific needs and tastes. Little is known about the contributions of immersive customer experience on value creation throughout an online product customization journey. Using the flow theory framework and its correlated constructs, this research aims to analyze the influence of the online product customization experience on the perceived value as well as the impact of this perceived value on the behavioral outcomes regarding the customized product and the online store. Two hundred seventeen (N = 217) participants were recruited to customize shoes on Converse.com and then complete a self-administered online questionnaire. The study reveals three major findings. First, interactivity and telepresence heighten the customer's flow throughout the online product customization process. Second, interactivity and flow directly enhance the perceived value of the online product customization experience. Simultaneously, flow mediates the effect of interactivity and telepresence on the perceived value of the product customization experience. Third, the value of the product customization experience influences the intention of purchasing the customized product, revisiting the online store, and increasing Word-of-Mouth. These findings provide potential implications for digital marketing managers, e-store designers, and mass-customization providers interested in delivering value-focused mass-customization experiences that yield meaningful transactional outcomes.
"我自己来":通过在线产品定制体验提升客户价值
越来越多的品牌使消费者能够根据自己的特定需求和品味定制产品和服务。人们对沉浸式客户体验在整个在线产品定制过程中对价值创造的贡献知之甚少。本研究旨在利用流动理论框架及其相关建构,分析在线产品定制体验对感知价值的影响,以及感知价值对定制产品和在线商店行为结果的影响。我们招募了 217 名参与者在 Converse.com 上定制鞋子,然后完成一份自填式在线问卷。研究揭示了三个主要发现。首先,互动性和远程呈现提高了客户在整个在线产品定制过程中的流动性。其次,互动性和流动性直接提升了在线产品定制体验的感知价值。与此同时,流动性对互动性和远程呈现对产品定制体验感知价值的影响起着中介作用。第三,产品定制体验的价值会影响用户购买定制产品、再次访问网店和增加口碑传播的意愿。这些发现为数字营销经理、电子商店设计者和大规模定制服务提供商提供了潜在的启示,他们有兴趣提供以价值为中心的大规模定制体验,从而产生有意义的交易结果。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
20.40
自引率
14.40%
发文量
340
审稿时长
20 days
期刊介绍: The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.
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