Exploring IKEA effect in self-expressive mass customization: underlying mechanism and boundary conditions

• Published in: The Journal of consumer marketing Vol. 37; no. 4; pp. 365 - 374
• Main Authors: Ling, I-Ling, Liu, Yi-Fen, Lin, Chien-Wei (Wilson), Shieh, Chih-Hui
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Publishing Limited 21.05.2020; Emerald Group Publishing Limited
• Subjects: Boundary conditions; Consumers; Creativity; Customers; Customization; Design; Hypotheses; Identity; Preferences; Self esteem; Self expression; Willingness to pay; Self-expression; Self-esteem; IKEA effect; Extent of choice; Romanticism
• ISSN: 0736-3761; 2052-1200
• DOI: 10.1108/JCM-09-2017-2373

Purpose This study aims to understand the underlying mechanism and boundary conditions of the IKEA effect in self-expressive mass customization (MC). It examines the effect of the extent of choice in MC toolkits in terms of perceived value of self-designed products, as well as how self-expression mediates this effect and what kind of consumers are more inclined to experience such effect. Design/methodology/approach Two experiments were conducted, using online MC toolkits. In total, 393 consumers participated in the experiments. Data collected were analyzed using t-tests, analyses of variance, path analyses, bootstrap analyses and spotlight tests. Findings The results show that offering a greater extent of choice in MC toolkits to consumers provides a greater opportunity for self-expression, resulting in higher product valuation. Further, consumers who have high romanticism in aesthetic preference and high self-esteem are more inclined to influences associated with this effect. Originality/value This research adds to the literature on the IKEA effect in self-expressive MC by identifying a key antecedent (extent of choice), its underlying mechanism (self-expression), and two boundary conditions (aesthetic preference and self-esteem). The results of this study provide firms with a better understanding of how they can improve their self-expressive MC strategies.