E-mass customization: Effects of self-congruity and functional congruity on consumer responses

Minjung Park, Jungmin Yoo

Research output: Contribution to journalArticlepeer-review

7 Scopus citations

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.

Original languageEnglish
Pages (from-to)1379-1394
Number of pages16
JournalSocial Behavior and Personality
Volume44
Issue number8
DOIs
StatePublished - 2016

Keywords

  • Emotional product attachment
  • Functional congruity
  • Ideal congruity
  • Mass customization
  • Perceived quality
  • Self-congruity
  • Self-monitoring

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