{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,8,2]],"date-time":"2025-08-02T17:26:55Z","timestamp":1754155615780,"version":"3.41.2"},"reference-count":89,"publisher":"Emerald","issue":"7","license":[{"start":{"date-parts":[[2022,11,28]],"date-time":"2022-11-28T00:00:00Z","timestamp":1669593600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["ITP"],"published-print":{"date-parts":[[2023,11,21]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>Customization, a marketing strategy through providing personalized products, might be a new solution to motivate consumer feedbacks in electronic commerce (e-commerce) websites. Taking the dual-value of customization (emotional involvement and uniqueness expression) as the theoretical basis, this study aims to investigate the impact of customization on consumer's word-of-mouth (WOM) behaviors and contents by motivating: (1) more, (2) faster, (3) positive at first and then negative, (4) longer and (5) more helpful WOMs.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A field study was conducted with multi-sourced data: customer order data from a Chinese retailer and WOM data from Amazon.com. The two datasets were matched to filter out 463 online reviews among 6,892 customers who placed customized orders. Heckman's two-stage model, logistic regression, Ordinary least squares regression, Tobit regression, analysis of covariance and Lind\u2013Mehlum<jats:italic>U<\/jats:italic>Test were used in the data analysis.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>This study has found that (1) customization level motivates WOM behaviors including WOM posting and WOM speed, (2) an inverted<jats:italic>U<\/jats:italic>-shaped relationship exists between customization level and consumer rating and (3) customization level has a significantly positive impact on WOM helpfulness but not on WOM length.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study advances theoretical development in the area of WOM motivators by proposing a new product-centric approach, customization, to stimulate voluntary WOMs. Empirical field research that analyzes consumer's real responses to customization is in scarcity. The dual-value of customized products is proposed as the underlying mechanism to explain the impact of customization level on consumer's WOM behaviors\/contents. An interesting inverted<jats:italic>U<\/jats:italic>-shaped relationship is found between customization level and customer rating. This research provides nuanced practical guidance for websites, companies and consumers.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-06-2021-0482","type":"journal-article","created":{"date-parts":[[2022,11,25]],"date-time":"2022-11-25T08:23:15Z","timestamp":1669364595000},"page":"2914-2940","source":"Crossref","is-referenced-by-count":3,"title":["Impact of product customization level on consumer's word-of-mouth behaviors and contents: a\u00a0field study"],"prefix":"10.1108","volume":"36","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-7058-1208","authenticated-orcid":false,"given":"Xiaolun","family":"Wang","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Xiaofeng","family":"Yu","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Fan","family":"Feng","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0985-2704","authenticated-orcid":false,"given":"Peijian","family":"Song","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2022,11,28]]},"reference":[{"issue":"7","key":"key2023111804371283400_ref001","doi-asserted-by":"crossref","first-page":"904","DOI":"10.1016\/j.jbusres.2011.12.009","article-title":"Brand passion: antecedents and consequences","volume":"66","year":"2013","journal-title":"Journal of Business Research"},{"issue":"5","key":"key2023111804371283400_ref002","doi-asserted-by":"crossref","first-page":"1851","DOI":"10.1016\/j.jbusres.2015.10.068","article-title":"WOM antecedents in backpacker travelers","volume":"69","year":"2016","journal-title":"Journal of Business Research"},{"issue":"3","key":"key2023111804371283400_ref003","doi-asserted-by":"crossref","first-page":"411","DOI":"10.1037\/0033-2909.103.3.411","article-title":"Structural equation modeling in practice: a review and recommended two-step approach","volume":"103","year":"1988","journal-title":"Psychological Bulletin"},{"issue":"1","key":"key2023111804371283400_ref004","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1080\/00913367.2000.10673599","article-title":"An empirical test of an updated relevance-accessibility model of advertising effectiveness","volume":"29","year":"2000","journal-title":"Journal of Advertising"},{"issue":"2","key":"key2023111804371283400_ref005","doi-asserted-by":"crossref","first-page":"121","DOI":"10.1086\/519142","article-title":"Where consumers diverge from others: identity signaling and product domains","volume":"34","year":"2007","journal-title":"Journal of Consumer Research"},{"issue":"4","key":"key2023111804371283400_ref006","doi-asserted-by":"crossref","first-page":"42","DOI":"10.1049\/me:20030407","article-title":"Customers as co-designers","volume":"82","year":"2003","journal-title":"Manufacturing Engineer"},{"issue":"1","key":"key2023111804371283400_ref007","doi-asserted-by":"crossref","first-page":"15","DOI":"10.1177\/0047287509355324","article-title":"Vacationers and eWOM: who posts, and why, where, and what?","volume":"50","year":"2011","journal-title":"Journal of Travel Research"},{"issue":"2","key":"key2023111804371283400_ref008","doi-asserted-by":"crossref","first-page":"123","DOI":"10.1177\/0092070304268417","article-title":"Spreading the word: investigating antecedents of consumers' positive word-of-mouth intentions and behaviors in a retailing context","volume":"33","year":"2005","journal-title":"Journal of the Academy of Marketing Science"},{"key":"key2023111804371283400_ref009","unstructured":"Campbell, N. 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