Perceived value of online customization experience in China: Concept,measurement, and consequences |
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| Authors: | Xiaoyu Wan Tingyi Wang Wei Zhang Jie Cao |
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| Institution: | School of Economics and Management, Chongqing University of Posts and Telecommunications, 400065 Chongqing, China |
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| Abstract: | People often show their personalities and ideas to others with customized products (e.g., rings, shoes, cups). Online customization delivers special experience and various values to customer. Western scholars focus on online customization experience from either process value or results value. However, this division ignored the entire perception from consumer, and hampered the research development of consumer perceived value's concept, measurement, and consequences. Moreover, might there be difference between Chinese and Westerners? If so, what about them? Four studies with Chinese examine the concept, measurement and consequences of perceived value on online customization experience from the perspective of customer experience. The results show that the Perceived Value of Online Customization Experience (PVOCE) in China is a multi-dimensional construct that includes process and results values, and PVOCE scale has good criterion validity. Therefore, the study can provide theoretical and practical implications for Chinese enterprises to understand and manage customers' online customization experience. |
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| Keywords: | Online experience Perceived value Results perceived value Process perceived value |
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