온라인 맞춤 서비스가 소비자의 상품에 대한 동일시 인식에 미치는 영향

Abstract

This study argues that e-customized products can act as a vehicle for self-expression. Because e-customization is a process through which consumers can create symbolic resources of the product by integrating their important aspects of the self, a powerful psychological association is likely to develop between consumers and the e-customized product. To capture this psychological benefit of e-customization, this study proposes e-customized product identification. The model was developed to examine the relationships between e-customized product identification and its antecedents, consequences, and the moderator. A scenario-based online survey was conducted. The structural equation modeling analyses showed that identity similarity and identity distinctiveness positively influence e-customized product identification, which in turn positively influence attitude toward the e-customized product. The results further showed that the relationship between e-customized product identification and its relevant variables varies with a consumer’s product involvement level. Theoretical and managerial implications for product managers are also discussed.