کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
886559 913070 2010 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Computer-Mediated Customization Tendency (CMCT) and the Adaptive e-Service Experience
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Computer-Mediated Customization Tendency (CMCT) and the Adaptive e-Service Experience
چکیده انگلیسی

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.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing - Volume 86, Issue 1, March 2010, Pages 11–21
نویسندگان
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