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

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  • Youn Kang
  • Won Lee

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

Suggested Citation

  • Youn Kang & Won Lee, 2015. "Self-customization of online service environments by users and its effect on their continuance intention," Service Business, Springer;Pan-Pacific Business Association, vol. 9(2), pages 321-342, June.
    • Handle: RePEc:spr:svcbiz:v:9:y:2015:i:2:p:321-342
    DOI: 10.1007/s11628-014-0229-y
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    References listed on IDEAS

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    1. Do Giang Nguyen & Minh-Tri Ha, 2022. "What Makes Users Continue to Want to Use the Digital Platform? Evidence From the Ride-Hailing Service Platform in Vietnam," SAGE Open, , vol. 12(1), pages 21582440211, January.
    2. Cunqi Han & Liqun Liu & Siyu Chen, 2022. "Factors Influencing Parents’ Intention on Primary School Students’ Choices of Online Learning during and after the COVID-19 Pandemic in China," Sustainability, MDPI, vol. 14(14), pages 1-23, July.
    3. Giang-Do Nguyen & Thu-Hien Thi Dao, 2024. "Factors influencing continuance intention to use mobile banking: an extended expectation-confirmation model with moderating role of trust," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    4. Teng Teng & Shengliang Zhang & Xiaodong Li & Yuan Chen, 2020. "Customer compliance with employee fuzzy requests in service encounters: a self-determination theory perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 14(2), pages 217-240, June.

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