 The effect of attribute originality on consumers’ adoption intention of customization: The role of construal levelBo Chen Journal of Retailing and Consumer Services, 2020, vol. 55, issue C Abstract: As consumers' preferences become increasingly diversified, many companies strive to satisfy individual needs by offering customization options for products or services. To enhance the effectiveness of customization strategies, managers need to decide what type of attributes to provide for consumers to customize and also take consumers' individual differences into consideration. The current research investigates the joint impacts of the originality of the attributes involved in a customization option and consumers' construal level on their intention to adopt customization. Findings from two experiments consistently demonstrate that, in comparison to customization options that include common customizable attributes, offering customization options that includes original customizable attributes undermine consumers’ adoption intention. However, such negative effects will be mitigated when consumers have a high construal level. Keywords: Customization; Construal level; Attribute originality; Adoption decision (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919306605 DOI: 10.1016/j.jretconser.2020.102116 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.