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Adaptive customization systems are common in the delivery of e-service. However, consumers vary in their reaction to these systems. We introduce computer-mediated customization tendency (CMCT), a composite individual difference variable that reflects a consumer's personal preferences for designing and interacting with adaptive online environments to create valuable e-service experiences. To measure CMCT, we developed a formative index composed of need for control, technology innovativeness, and aesthetic appreciation. The results show CMCT influences adaptive online behavior and the perceived value of the adaptive e-service experience. In addition, customization-prone and customization-averse consumers differ in how they perceive the costs, benefits, and overall value of the experience. |
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