Consumers' value perceptions of e‐customization – a model incorporating information framing and product type

Consumers' value perceptions of e‐customization – a model incorporating information framing... Purpose – Despite significant business spending in areas such as personalization tools and add‐on options representing levels of product attributes, most marketers do not know the amount of value that is directly attributable to their e‐customization strategies. This study aims to offer an in‐depth investigation of consumers' value perceptions of e‐customization and their relationship with perceived sufficiency of information and cognitive cost. The context effects on value perception in e‐customization are studied together with antecedent constructs. Design/methodology/approach – The research consists of a 2×2 between‐subjects factorial design. The full model is tested using multiple‐group structural equation modeling analysis to verify the significance of the inter‐relationships between constructs, as well as the main and the interaction effects of two experimental factors (product information framing and product type). Findings – The experimental results showed that perceived e‐customization value does not simply stem from the ability to “narrow‐cast” content more specifically related to a shopper's interests (i.e. anticipated fulfillment value). Rather, this value also stems from the dynamic flexibility of the information system and its ability to entertain and educate during the information dissemination process (i.e. process value and knowledge value). Furthermore, when the customization framing features are better matched with product type characteristics, e‐customization seemed to increase value in ways that are difficult to achieve in conventional shopping environments. Originality/value – By testing the proposed structural model simultaneously with two experimental factors of product type and information framing, this work is the first to address the question of context effects on value creation in an area of increasing substantive importance. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Consumers' value perceptions of e‐customization – a model incorporating information framing and product type

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Publisher
Emerald Publishing
Copyright
Copyright © 2014 Emerald Group Publishing Limited. All rights reserved.
ISSN
0736-3761
D.O.I.
10.1108/JCM-04-2013-0534
Publisher site
See Article on Publisher Site

Abstract

Purpose – Despite significant business spending in areas such as personalization tools and add‐on options representing levels of product attributes, most marketers do not know the amount of value that is directly attributable to their e‐customization strategies. This study aims to offer an in‐depth investigation of consumers' value perceptions of e‐customization and their relationship with perceived sufficiency of information and cognitive cost. The context effects on value perception in e‐customization are studied together with antecedent constructs. Design/methodology/approach – The research consists of a 2×2 between‐subjects factorial design. The full model is tested using multiple‐group structural equation modeling analysis to verify the significance of the inter‐relationships between constructs, as well as the main and the interaction effects of two experimental factors (product information framing and product type). Findings – The experimental results showed that perceived e‐customization value does not simply stem from the ability to “narrow‐cast” content more specifically related to a shopper's interests (i.e. anticipated fulfillment value). Rather, this value also stems from the dynamic flexibility of the information system and its ability to entertain and educate during the information dissemination process (i.e. process value and knowledge value). Furthermore, when the customization framing features are better matched with product type characteristics, e‐customization seemed to increase value in ways that are difficult to achieve in conventional shopping environments. Originality/value – By testing the proposed structural model simultaneously with two experimental factors of product type and information framing, this work is the first to address the question of context effects on value creation in an area of increasing substantive importance.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jan 7, 2014

Keywords: E‐commerce; Structural equation modeling; Consumer value perceptions; Customization; Information framing; Product type

References

  • Atmospheric affect as a tool for creating value and gaining share of customer
    Babin, B.J.; Attaway, J.S.
  • The emerging role of electronic marketplaces on the internet
    Bakos, Y.
  • Individual differences, motivations, and willingness to use a mass customization option for fashion products
    Fiore, A.M.; Lee, S.E.; Kunz, G.
  • Perceived value of the mass customized product and mass customization experience for individual consumers
    Merle, A.; Chandon, J.‐L.; Roux, E.
  • From mass production to mass customization: hindrance factors, structural inertia, and transition hazard
    Rungtusanatham, M.; Salvador, F.
  • Stopping criteria in sequential choice
    Saad, G.; Russo, J.E.
  • The value increment of mass‐customized products: an empirical assessment
    Schreier, M.
  • Revisiting of marketing's lawlike generalizations
    Sheth, J.N.; Sisodia, R.S.

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