온라인 맞춤 서비스가 소비자의 상품에 대한 동일시 인식에 미치는 영향The effect of e-customization on consumers' identification
- Other Titles
- The effect of e-customization on consumers' identification
- Authors
- 권소연
- Issue Date
- 2019
- Publisher
- 한국IT정책경영학회
- Keywords
- e-customization; self-expression; identification; identity similarity; identity distinctiveness; 온라인 맞춤 서비스; 자기표현; 동일시; 아이덴티티 유사성; 아이덴티티 독창성
- Citation
- 한국IT정책경영학회 논문지, v.11, no.3, pp.1239 - 1254
- Indexed
- KCI
- Journal Title
- 한국IT정책경영학회 논문지
- Volume
- 11
- Number
- 3
- Start Page
- 1239
- End Page
- 1254
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/70004
- ISSN
- 2234-0564
- 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.
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Collections - College of Global Business > Digital Business in Division of Convergence Business > 1. Journal Articles
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