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

Minjung Park1, Jungmin Yoo2
1Department of Clothing and Textiles, Ewha Womans University, Republic of Korea
2Department of Business Administration, Duksung Women's University, Republic of Korea
Cite this article:  Park, M., & Yoo, J. (2016). E-mass customization: Effects of self-congruity and functional congruity on consumer responses. Social Behavior and Personality: An international journal, 44(8), 1379-1394.

Volume 44 Issue 8 | e5836 | Published: September 2016 | DOI: https://doi.org/10.2224/sbp.2016.44.8.1379

Abstract
Full Text
References
Tables and Figures
Acknowledgements
Author Contact

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.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.