Customization has emerged as a crucial strategy for businesses to cater to the varied needs of consum-ers,with an increasing number of companies adopting different customization modes to offer tailored products and services to their customers.This approach has become instrumental in shaping a brand's competitive advantage through differentiation and driving innovation and growth within organizations.The research reveals a notable interac-tion between customization modes and the type of product information description in influencing consumer purchase intentions.Specifically,when customization is aimed at self-expression,employing person-related descriptions proves more effective than object-related descriptions.Conversely,in scenarios where customization focuses on func-tionality,object-related descriptions outperform person-related ones.Additionally,the study discovers that process-ing fluency plays a significant partial mediating role in these interactions.These findings contribute to the advance-ment of customization research and expand the application of dual-system decision-making theory in the field of mar-keting.Moreover,they offer valuable practical guidance for companies in selecting appropriate customization modes and enhancing the effectiveness of their decision-making processes.
关键词
定制模式/自我表达定制/功能导向定制/产品信息描述/加工流畅性
Key words
customization mode/self-expression-oriented customization/function-oriented customization/prod-uct information description/processing fluency
维普
万方数据