Exploring IKEA effect in self-expressive mass customization: underlying mechanism and boundary conditions
| Autor: | I-Ling Ling, Chih-Hui Shieh, Yi-Fen Liu, Chien-Wei (Wilson) Lin |
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| Rok vydání: | 2020 |
| Předmět: |
Marketing
Computer science media_common.quotation_subject Mass customization 05 social sciences IKEA effect Self-esteem Aesthetic preference 0502 economics and business 050211 marketing Boundary value problem Business and International Management 050203 business & management media_common Valuation (finance) |
| Zdroj: | Journal of Consumer Marketing. 37:365-374 |
| ISSN: | 0736-3761 |
| DOI: | 10.1108/jcm-09-2017-2373 |
| Popis: | Purpose This study aims to understand the underlying mechanism and boundary conditions of the IKEA effect in self-expressive mass customization (MC). It examines the effect of the extent of choice in MC toolkits in terms of perceived value of self-designed products, as well as how self-expression mediates this effect and what kind of consumers are more inclined to experience such effect. Design/methodology/approach Two experiments were conducted, using online MC toolkits. In total, 393 consumers participated in the experiments. Data collected were analyzed using t-tests, analyses of variance, path analyses, bootstrap analyses and spotlight tests. Findings The results show that offering a greater extent of choice in MC toolkits to consumers provides a greater opportunity for self-expression, resulting in higher product valuation. Further, consumers who have high romanticism in aesthetic preference and high self-esteem are more inclined to influences associated with this effect. Originality/value This research adds to the literature on the IKEA effect in self-expressive MC by identifying a key antecedent (extent of choice), its underlying mechanism (self-expression), and two boundary conditions (aesthetic preference and self-esteem). The results of this study provide firms with a better understanding of how they can improve their self-expressive MC strategies. |
| Databáze: | OpenAIRE |
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