The importance of perceived fairness in product customization settings

Figures & data

Figure 1. Conceptual Model.

Table 1. Construct measures and reliability tests.

	Study 1				Study 2
		FL	α	AVE		FL	α	AVE
Customer satisfaction (adapted from Fornell et al., 1996)	M = 3.21 SD = 1.69		.93	.83	M = 4.96 SD = 0.98		.72	.64
I would be satisfied with the online store SYS.		.92
SYS would produce the ideal shoe for me. / Fiction snowboards would provide ideal services for me.		.88				.81
SYS would be the ideal online store for me. / Fiction snowboards would provide ideal services for me.		.94				.81
An online store like SYS would meet my expectations of an ideal store. / The services of fiction snowboards would meet my expectations of ideal services.		.91				.79
Product involvement (adapted from Zaichkowsky, 1994)					M = 5.57 SD = 1.49		.92	.87
I am interested in everything around snowboarding.						.90
Snowboarding means a lot to me.						.94
Snowboards are important to me.						.96

Notes: FL = factor loadings, α = Cronbach’s Alpha, AVE = average variance extracted. All factor loadings are significant at p < .001.

Table 2. Analyses of variance tables.

Study 1	F (1, 160)	p
Dependent variable = satisfaction
Fairness of the customization process (fairness)	50.39	.000**
Customization options (options)	1.25	n.s.
fairness × options	52.75	.000**
Study 2	F (1, 384)	P
Dependent variable = satisfaction
Fairness of the customization process (fairness)	7.10	.008**
Customization options (options)	16.02	.000**
fairness × options	3.71	.055°

**p < .01. °p < .10. n.s. = not significant.

Figure 2. The Moderating Effect of Product Category Involvement.

Figure 3. The Moderating Effect of Customer Expertise.

Fornell, M., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. (1996). The American customer satisfaction index: Description, findings and implications. Journal of Marketing, 60(4), 7–18. https://doi.org/https://doi.org/10.2307/1251898

 Web of Science ®Google Scholar

Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59–70. https://doi.org/https://doi.org/10.1080/00913367.1943.10673459

 Web of Science ®Google Scholar