Article ID Journal Published Year Pages File Type
6836437 Computers in Human Behavior 2016 11 Pages PDF
Abstract
Voluntary participation in adaptive customization (AC) entails consumers' own mental engagement that evokes perceptions of cognitive needs fulfillment (CNF). This study examined the effect of CNF perceived during the process of AC services on felt emotions and consumer attitudes toward the customized product, and the moderation role of consumer knowledge. A total of 327 Americans participated in an online survey after experiencing AC services at 3 actual retail websites. The results revealed the following: (a) Perceived CNF (competence and autonomy) increased positive felt emotions (pleasure and arousal); (b) out of the two emotions, felt pleasure (not arousal) significantly contributed to positive consumer attitudes toward the customized product; (c) subjective levels of consumer knowledge showed a partial moderating effect in the relationships between CNF and felt emotions, (d) but did not do so in the relationships between felt emotions and consumer attitudes toward the customized product.
Related Topics
Physical Sciences and Engineering Computer Science Computer Science Applications
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