01.06.2015 | Empirical Article | Ausgabe 2/2015

Self-customization of online service environments by users and its effect on their continuance intention
- Zeitschrift:
- Service Business > Ausgabe 2/2015
Abstract
Service providers embed self-customization options into their web-based service systems to facilitate user-centered service creation and consumption. The aim of this study is to demonstrate that provision of such self-customization features offers customer lock-in effects. Specifically, the study explores how the act of self-customization enhances users’ self-efficacy beliefs and perceived fit of the resulting service environment with their wants and needs. An AMOS analysis based on survey data of 600 undergraduate students indicates that (1) self-customization enhances perceived fit and self-efficacy and (2) they in turn enhance users’ motivation and continuance intention.