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'Tailoring' customization services: Effects of customization mode and consumer regulatory focus

机译:“量身定制”定制服务:定制模式和消费者监管重点的影响

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Purpose - The aim of this article is to examine the interaction effect of customization mode and regulatory focus on the "tailoring" outcomes of customized services in both the number of options retained and consumer evaluations. Design/methodology/approach - Two experiments investigate the interaction between customization mode and consumer regulatory focus, together with mediating and moderating factors. Findings - An interaction effect of customization mode and regulatory focus exists: it significantly influences the number of options retained, and prevention-focused consumers retain more options in the final customized offering than promotion-focused consumers in subtractive customization, whereas this effect is reduced in additive customization; it significantly affects how consumers evaluate the customization service with regard to task enjoyment and attitudes toward products; and it is fully mediated by task enjoyment and positively moderated by product familiarity. Originality/value - This article provides an important contribution to service customization design and regulatory focus theory by shedding light on the interaction between customization mode and consumer regulatory focus and revealing how this interaction affects the decision outcomes of customization services.
机译:目的-本文的目的是在保留的选项数量和消费者评估方面,研究定制模式和监管重点对定制服务的“定制”结果的交互作用。设计/方法/方法-两项实验研究了定制模式和消费者监管重点之间的相互作用,以及中介和调节因素。调查结果-自定义模式与监管重点之间存在交互作用:它显着影响保留的选项数量,在减价自定义中,以预防为主的消费者在最终自定义产品中比以促销为重点的消费者保留更多的选项,但是这种影响在加性定制;它极大地影响了消费者在任务享受和产品态度方面如何评估定制服务;它完全由任务的乐趣来调节,并由产品的熟悉程度来积极地调节。原创性/价值-本文通过阐明定制模式与消费者监管重点之间的相互作用,并揭示这种相互作用如何影响定制服务的决策结果,为服务定制设计和监管重点理论做出了重要贡献。

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