Self-customization of online service environments by users and its effect on their continuance intention

Youn Kang () and Won Lee ()

Service Business, 2015, vol. 9, issue 2, 342 pages

Abstract: Service providers embed self-customization options into their web-based service systems to facilitate user-centered service creation and consumption. The aim of this study is to demonstrate that provision of such self-customization features offers customer lock-in effects. Specifically, the study explores how the act of self-customization enhances users’ self-efficacy beliefs and perceived fit of the resulting service environment with their wants and needs. An AMOS analysis based on survey data of 600 undergraduate students indicates that (1) self-customization enhances perceived fit and self-efficacy and (2) they in turn enhance users’ motivation and continuance intention. Copyright Springer-Verlag Berlin Heidelberg 2015

Keywords: Perceived fit; Self-customization; Self-efficacy; Service environments; Continuance intention (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (5)

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DOI: 10.1007/s11628-014-0229-y

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