Psychological antecedents and risk on attitudes toward e-customization

JungKun Park, Hyo Joo Han, Joo Hyung Park

Research output: Contribution to journalArticle

23 Citations (Scopus)

Abstract

Consumers can experience relatively low prices with the dramatic diffusion of online shopping even with customized products, which are commonly more expensive than regular products, due to unique functions of customized product order processes in online environments. This paper investigates how two psychological antecedents, (1) need for uniqueness and (2) status aspiration, can influence consumers' attitude with regard to forming procedures toward e-customized products and how perceived risk, another psychological factor, on purchasing e-customized products plays a role of moderating factor. A self-administered online survey of 321 Japanese consumers is conducted to examine a proposed conceptual model with Structural Equation Modeling (SEM). The analysis using results indicates that the need for uniqueness directly impacts on attitude toward e-customized products while it mediates the effect of status aspiration. A multi-group analysis to test a moderating effect of the perceived risk on purchasing e-customized products highlights the significant effects of psychological factors. The result also provides potential guidelines to e-tailors on possibility of segmenting markets as well as promoting their customized products using these psychological criteria of their target consumers.

Original languageEnglish
Pages (from-to)2552-2559
Number of pages8
JournalJournal of Business Research
Volume66
Issue number12
DOIs
StatePublished - 2013 Dec 1

Fingerprint

Psychological
Customization
Uniqueness
Purchasing
Aspiration
Psychological factors
Perceived risk
Multi-group analysis
Conceptual model
Online shopping
Structural equation modeling
Online survey
Consumer experience
Factors
Moderating effect
Consumer attitudes

Keywords

  • E-Customization
  • Japanese consumers
  • Need for uniqueness
  • Perceived risk
  • Status aspiration

Cite this

Park, JungKun ; Han, Hyo Joo ; Park, Joo Hyung. / Psychological antecedents and risk on attitudes toward e-customization. In: Journal of Business Research. 2013 ; Vol. 66, No. 12. pp. 2552-2559.
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Psychological antecedents and risk on attitudes toward e-customization. / Park, JungKun; Han, Hyo Joo; Park, Joo Hyung.

In: Journal of Business Research, Vol. 66, No. 12, 01.12.2013, p. 2552-2559.

Research output: Contribution to journalArticle

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