Computer-Mediated Customization Tendency (CMCT) and the Adaptive e-Service Experience

Charla Mathwick, Janet Wagner and Ramaprasad Unni

Journal of Retailing, 2010, vol. 86, issue 1, 11-21

Abstract: Adaptive customization systems are common in the delivery of e-service. However, consumers vary in their reaction to these systems. We introduce computer-mediated customization tendency (CMCT), a composite individual difference variable that reflects a consumer's personal preferences for designing and interacting with adaptive online environments to create valuable e-service experiences. To measure CMCT, we developed a formative index composed of need for control, technology innovativeness, and aesthetic appreciation. The results show CMCT influences adaptive online behavior and the perceived value of the adaptive e-service experience. In addition, customization-prone and customization-averse consumers differ in how they perceive the costs, benefits, and overall value of the experience.

Keywords: Computer-mediated customization tendency; Aesthetic Appreciation; Need for Control; Technology Innovativeness; Confirmatory factor analysis; E-servicescapes (search for similar items in EconPapers)
Date: 2010
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (14)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0022435909000852
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:86:y:2010:i:1:p:11-21

DOI: 10.1016/j.jretai.2009.11.001

Access Statistics for this article

Journal of Retailing is currently edited by A. Roggeveen

More articles in Journal of Retailing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().