The Effect of Online Customization on Consumers' Happiness and Purchase Intention and the Mediating Roles of Autonomy, Competence, and Pride of Authorship

摘要

Advanced information communication technology and production technologies such as 3D printing have enhanced consumersaeuro (TM) personalized experiences. Customization as one of the noticeable personalization is attracting attention to both consumers and companies because of its significant leverage on transformation of production-consumption paradigm. This study aims to identify the effect of online customization experiences on consumersaeuro (TM) happiness and behavioral intention. The findings suggest that customization experiences have a positive effect on happiness, and autonomy, competence, and pride of authorship play a mediating role between the two variables. In addition, happiness has a positive effect on purchase intention, and an indirect effect of happiness between online customization experience and purchase intention was found. This study suggests that creative activities via computers can bring happiness to consumers and increase purchase intention. Therefore, practitioners need to consider maximizing autonomy, competence, and pride of authorship to enhance consumersaeuro (TM) happiness and purchase intention when consumers interact with computers.