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Psychological antecedents and risk on attitudes toward e-customization

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  • Park, JungKun
  • Han, HyoJoo
  • Park, JooHyung

Abstract

Consumers can experience relatively low prices with the dramatic diffusion of online shopping even with customized products, which are commonly more expensive than regular products, due to unique functions of customized product order processes in online environments. This paper investigates how two psychological antecedents, (1) need for uniqueness and (2) status aspiration, can influence consumers' attitude with regard to forming procedures toward e-customized products and how perceived risk, another psychological factor, on purchasing e-customized products plays a role of moderating factor. A self-administered online survey of 321 Japanese consumers is conducted to examine a proposed conceptual model with Structural Equation Modeling (SEM). The analysis using results indicates that the need for uniqueness directly impacts on attitude toward e-customized products while it mediates the effect of status aspiration. A multi-group analysis to test a moderating effect of the perceived risk on purchasing e-customized products highlights the significant effects of psychological factors. The result also provides potential guidelines to e-tailors on possibility of segmenting markets as well as promoting their customized products using these psychological criteria of their target consumers.

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  • Park, JungKun & Han, HyoJoo & Park, JooHyung, 2013. "Psychological antecedents and risk on attitudes toward e-customization," Journal of Business Research, Elsevier, vol. 66(12), pages 2552-2559.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:12:p:2552-2559
    DOI: 10.1016/j.jbusres.2013.05.048
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    7. Krause, Franziska & Görgen, Jonas & de Bellis, Emanuel & Franke, Nikolaus & Burghartz, Pia & Klanner, Ilse-Maria & Häubl, Gerald, 2023. "One-of-a-kind products: Leveraging strict uniqueness in mass customization," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 823-840.
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    10. Arditto, Luis & Cambra-Fierro, Jesús J. & Fuentes-Blasco, María & Jaraba, Ana Olavarría & Vázquez-Carrasco, Rosario, 2020. "“How does customer perception of salespeople influence the relationship? A study in an emerging economyâ€," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
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