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

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  • Mathwick, Charla
  • Wagner, Janet
  • Unni, Ramaprasad

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.

Suggested Citation

  • Mathwick, Charla & Wagner, Janet & Unni, Ramaprasad, 2010. "Computer-Mediated Customization Tendency (CMCT) and the Adaptive e-Service Experience," Journal of Retailing, Elsevier, vol. 86(1), pages 11-21.
    • Handle: RePEc:eee:jouret:v:86:y:2010:i:1:p:11-21
    DOI: 10.1016/j.jretai.2009.11.001
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