Research on the Influence Mechanism of Different Customization Modes on Consumers'Purchase Intention:An Experimental Study Based on the Theory of Psychological Ownership
Customization has become an important source of competitive advantage for enterpri-ses in the era of digital economy,and more and more enterprises have begun to use different cus-tomization models to provide personalized products and services for consumers with heterogeneous needs.Based on the theory of psychological ownership,this paper examines the influence of differ-ent customization models on consumers'purchase intention and its influence mechanism through four experiments,and reveals the important moderating role played by different product types:compared with the combination-based customization,the integration-based customization can often give consumers higher perceived ownership,thereby having a greater positive impact on consum-ers'purchase intention;For hedonistic products,the integration-based customization has a greater impact on consumers'purchase intentions;In contrast,for practical products,the impact of inte-gration-based customization on consumers'purchase intention is weakened or even disappeared.At the same time,this paper also finds that the moderating effect of product type on customization mode and purchase intention is realized through the mediating mechanism of perceived ownership.
combination-based customizationintegration-based customizationpurchase inten-tionsense ownershipproduct type
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