How perceived cognitive needs fulfillment affect consumer attitudes toward the customized product: The moderating role of consumer knowledge |
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| Affiliation: | 1. Candida Oancea Institute, Polytechnic University of Bucharest, Spl. Independentei 313, 060042 Bucharest, Romania;2. Department of Hydraulics, Hydraulic Machinery and Environmental Engineering, Polytechnic University of Bucharest, Spl. Independentei 313, 060042 Bucharest, Romania;3. Romanian Academy, Calea Victoriei 125, Bucharest, Romania;1. School of Management Studies, University of Cape Town, Private Bag, Rondebosch 7700, South Africa;2. Department of Finance and Tax, University of Cape Town, Private Bag, Rondebosch 7700, South Africa;1. Department of Information Management, National Chung Cheng University, Chiayi 62102, Taiwan, ROC;2. Department of Information Management, National Central University, Jhongli 32001, Taiwan, ROC;3. Chiayi Chang Gung Memorial Hospital, Chiayi 61363, Taiwan, ROC;1. DIPF | Leibniz Institute for Research and Information in Education, Frankfurt am Main, Germany;2. Center for Research on Individual Development and Adaptive Education of Children at Risk (IDeA), Frankfurt am Main, Germany;3. Institute of Psychology, Heidelberg University, Heidelberg, Germany;4. Institute of Medical Psychology at the Center for Psychosocial Medicine, University Hospital Heidelberg, Heidelberg, Germany |
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| Abstract: | Voluntary participation in adaptive customization (AC) entails consumers’ own mental engagement that evokes perceptions of cognitive needs fulfillment (CNF). This study examined the effect of CNF perceived during the process of AC services on felt emotions and consumer attitudes toward the customized product, and the moderation role of consumer knowledge. A total of 327 Americans participated in an online survey after experiencing AC services at 3 actual retail websites. The results revealed the following: (a) Perceived CNF (competence and autonomy) increased positive felt emotions (pleasure and arousal); (b) out of the two emotions, felt pleasure (not arousal) significantly contributed to positive consumer attitudes toward the customized product; (c) subjective levels of consumer knowledge showed a partial moderating effect in the relationships between CNF and felt emotions, (d) but did not do so in the relationships between felt emotions and consumer attitudes toward the customized product. |
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| Keywords: | Adaptive customization Cognitive needs fulfillment Emotion Knowledge Attitudes |
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