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E-MASS CUSTOMIZATION: EFFECTS OF SELF-CONGRUITY AND FUNCTIONAL CONGRUITY ON CONSUMER RESPONSES

Title
E-MASS CUSTOMIZATION: EFFECTS OF SELF-CONGRUITY AND FUNCTIONAL CONGRUITY ON CONSUMER RESPONSES
Authors
Park, MinjungYoo, Jungmin
Ewha Authors
박민정
SCOPUS Author ID
박민정scopus
Issue Date
2016
Journal Title
SOCIAL BEHAVIOR AND PERSONALITY
ISSN
0301-2212JCR Link1179-6391JCR Link
Citation
vol. 44, no. 8, pp. 1379 - 1394
Keywords
mass customizationself-congruityideal congruityfunctional congruityemotional product attachmentperceived qualityself-monitoring
Publisher
SOC PERSONALITY RES INC
Indexed
SSCI; SCOPUS WOS
Abstract
Following the increasing popularity of mass customization in the online retailing environment, we investigated the effects of self-congruity and functional congruity on consumer responses. Female online shoppers (N = 303) in South Korea participated in an online survey. The results showed that the match between ideal self-concept and the customized product was a strong determinant of emotional product attachment. Functional congruity influenced emotional product attachment and perceived quality, which, in turn, influenced behavioral intentions. We also observed a moderating role of self-monitoring, such that, for high self-monitors ideal congruity influenced emotional product attachment, whereas for low self-monitors functional congruity influenced emotional product attachment and perceived quality. Thus, we provided both empirical support for the effects of ideal congruity and functional congruity on consumer responses in an online mass customization context, and a new perspective for those seeking to enhance the effectiveness of mass customization.
DOI
10.2224/sbp.2016.44.8.1379
Appears in Collections:
신산업융합대학 > 의류산업학과 > Journal papers
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