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

Abstract

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.

Citation

Ling, I.-L., Liu, Y.-F., Lin, C.-W.(W). and Shieh, C.-H. (2020), "Exploring IKEA effect in self-expressive mass customization: underlying mechanism and boundary conditions", Journal of Consumer Marketing, Vol. 37 No. 4, pp. 365-374. https://doi.org/10.1108/JCM-09-2017-2373