We investigate consumers’ attitudes and behaviours when receiving customised website advertising, the effect of their psychological beings and content of advertising messages, using a 2 (customisation: customised vs non-customised) × 2 (product attributes: utilitarian vs hedonic) × 2 (self-esteem: high vs low) experiment on 240 participants, aged 16–34 living in Taiwan, to explain their effects on advertising effectiveness and the mediating role of advertising value. High self-esteem consumers have a more favourable attitude and behaviour when receiving a customised ad. For low self-esteem consumers, the customised ad effectively influences purchase intention. In the non-customised advertising condition, a hedonic product attribute fosters greater purchase intention. High self-esteem consumers have a stronger purchase intention when receiving the hedonic product attribute in the non-customised ad condition. Furthermore, customisation influences attitude and purchase intention.
AddisM., & HolbrookM. B. (2001). On the conceptual link between mass customisation and experiential consumption: An explosion of subjectivity. Journal of Consumer Behaviour: An International Research Review, 1(1), 50–66.
2.
AgarwalR., & VenkateshV. (2002). Assessing a firm’s web presence: A heuristic evaluation procedure for the measurement of usability. Information Systems Research, 13(2), 168–186.
3.
AlpertS. R., KaratJ., KaratC.-M., BrodieC., & VergoJ. G. (2003). User attitudes regarding a user-adaptive eCommerce web site. User Modeling and User-Adapted Interaction, 13(4), 373–396.
4.
Apaolaza-IbantildeV., HartmannP., & TerlutterR. (2011). Women satisfaction with cosmetic brands: The role of dissatisfaction and hedonic brand benefits. African Journal of Business Management, 5(3), 792–802.
Bezjian-AveryA., CalderB., & IacobucciD. (1998). New media interactive advertising vs. traditional advertising. Journal of Advertising Research, 38, 23–32.
7.
BleierA., HarmelingC. M., & PalmatierR. W. (2019). Creating effective online customer experiences. Journal of Marketing, 83(2), 98–119.
8.
BoermanS. C., KruikemeierS., & BolN. (2021). When is personalized advertising crossing personal boundaries? How type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising. Computers in Human Behavior Reports, 4, 100144. 10.1016/j.chbr.2021.100144
9.
BrightL. F., & DaughertyT. (2012). Does customization impact advertising effectiveness? An exploratory study of consumer perceptions of advertising in customized online environments. Journal of Marketing Communications, 18(1), 19–37.
10.
CasalóL. V., FlaviánC., & Ibáñez-SánchezS. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046–1063. 10.1108/OIR-09-2016-0253
11.
ChiouJ.-S., & TingC.-C. (2011). Will you spend more money and time on internet shopping when the product and situation are right?Computers in Human Behavior, 27(1), 203–208. 10.1016/j.chb.2010.07.037
12.
ChoH. (2007). Consumer acceptance of online customization for apparel. The Florida State University.
13.
ChoiJ., & SoJ. (2019). Effects of self-affirmation on message persuasiveness: A cross-cultural study of the U.S. and South Korea. Asian Journal of Communication, 29(2), 128–148. 10.1080/01292986.2018.1555265
14.
DahlenM., & RosengrenS. (2016). If advertising won’t die, what will it be? Toward a working definition of advertising. Journal of Advertising, 45(3), 334–345. 10.1080/00913367.2016.1172387
15.
DashM., & SharmaK. (2019). Marketing response modelling: Impact of digital marketing for a luxury car brand. Journal of Creative Communications, 14(3), 254–270.
16.
De BellisE., SprottD. E., HerrmannA., BierhoffH.-W., & RohmannE. (2016). The influence of trait and state narcissism on the uniqueness of mass-customized products. Journal of Retailing, 92(2), 162–172.
17.
DehghaniM., & TumerM. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597–600. 10.1016/j.chb.2015.03.051
18.
Di DomenicoG., SitJ., IshizakaA., & NunanD. (2021). Fake news, social media and marketing: A systematic review. Journal of Business Research, 124, 329–341.
19.
DiwakarV. (2016). ‘It’s complicated’: The construction of Indian middle-class teens in social media. Journal of Creative Communications, 11(2), 161–182.
20.
DucoffeR. H. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1–18.
21.
DucoffeR. H., & CurloE. (2000). Advertising value and advertising processing. Journal of Marketing Communications, 6(4), 247–262.
22.
FangX., & HolsappleC. W. (2000). Toward a knowledge acquisition framework for web site design. AMCIS 2000 Proceedings, 411.
23.
FinkL., & GeldmanD. (2017). The effects of consumer participation in product construction and design on willingness to pay: The case of software. Computers in Human Behavior, 75, 903–911. 10.1016/j.chb.2017.06.039
24.
GillT. (2008). Convergent products: What functionalities add more value to the base?Journal of Marketing, 72(2), 46–62.
25.
GordonB. R., JerathK., KatonaZ., NarayananS., ShinJ., & WilburK. C. (2021). Inefficiencies in digital advertising markets. Journal of Marketing, 85(1), 7–25.
26.
GrewalL., HmurovicJ., LambertonC., & ReczekR. W. (2019). The self-perception connection: Why consumers devalue unattractive produce. Journal of Marketing, 83(1), 89–107.
27.
GuilabertM. B., & DonthuN. (2006). Mass customisation and consumer behaviour: The development of a scale to measure customer customisation sensitivity. International Journal of Mass Customisation, 1(2–3), 166–175.
28.
HayesA. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press.
29.
HeathertonT. F., & PolivyJ. (1991). Development and validation of a scale for measuring state self-esteem. Journal of Personality and Social Psychology, 60(6), 895–910. 10.1037/0022-3514.60.6.895
30.
Hernández-MéndezJ., & Muñoz-LeivaF. (2015). What type of online advertising is most effective for eTourism 2.0? An eye tracking study based on the characteristics of tourists. Computers in Human Behavior, 50, 618–625.
31.
HopkinsonG. C., & PujariD. (1999). A factor analytic study of the sources of meaning in hedonic consumption. European Journal of Marketing, 33(3/4), 273–294. 10.1108/03090569910253053
32.
HuertasM. K. Z., & HannaE. K. (2020). How self-confidence moderates the effect of two-sided messages on purchase intention. Journal of Creative Communications, 15(3), 235–254.
33.
HughesC., SwaminathanV., & BrooksG. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78–96.
34.
KalyanaramanS., & SundarS. S. (2006). The psychological appeal of personalized content in web portals: Does customization affect attitudes and behavior?Journal of Communication, 56(1), 110–132.
35.
KempS. (2023). Digital 2023: Taiwan. DataRepotal. https://datareportal.com/reports/digital-2023-taiwan
36.
KimH. Y., & LeeY. (2020). The effect of online customization on consumers’ happiness and purchase intention and the mediating roles of autonomy, competence, and pride of authorship. International Journal of Human–Computer Interaction, 36(5), 403–413.
37.
KlesseA.-K., CornilY., DahlD. W., & GrosN. (2019). The secret ingredient is me: Customization prompts self-image-consistent product perceptions. Journal of Marketing Research, 56(5), 879–893.
38.
KulviwatS., GuoC., & EngchanilN. (2004). Determinants of online information search: A critical review and assessment. Internet Research, 14(3), 245–253. 10.1108/10662240410542670
39.
KuoY.-F., WuC.-M., & DengW.-J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887–896.
40.
KwonS., HaS., & KowalC. (2017). How online self-customization creates identification: Antecedents and consequences of consumer-customized product identification and the role of product involvement. Computers in Human Behavior, 75, 1–13.
LeeJ. K., HansenS. S., & LeeS.-Y. (2020). The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook. Current Psychology, 39(6), 2116–2128.
43.
LiangH., SarafN., HuQ., & XueY. (2007). Assimilation of enterprise systems: The effect of institutional pressures and the mediating role of top management. MIS Quarterly, 59–87.
44.
LiangT.-P., LaiH.-J., & KuY.-C. (2006). Personalized content recommendation and user satisfaction: Theoretical synthesis and empirical findings. Journal of Management Information Systems, 23(3), 45–70.
45.
LimW. M., GuptaS., AggarwalA., PaulJ., & SadhnaP. (2021). How do digital natives perceive and react toward online advertising? Implications for SMEs. Journal of Strategic Marketing, 1–35. 10.1080/0965254X.2021.1941204
46.
LinC.-H., LinH., BenjaminY., & LinP.-C. (2021). The influence of social TV multitasking behavior on the effectiveness of cross-media advertising. International Journal of Communication, 15, 1570–1594.
47.
LinH. F. (2022). Influence of virtual experience immersion, product control, and stimulation on advertising effects. Journal of Global Information Management (JGIM), 30(9), 1–19. 10.4018/JGIM.292066
48.
LinH.-F., & ShenF. (2012). Regulatory focus and attribute framing: Evidence of compatibility effects in advertising. International Journal of Advertising, 31(1), 169–188.
49.
LinH.-F., TsaiH. S., & YeoB. (2023). Augmented reality advertising in entertainment programming: An exploration across cultures. Journal of Creative Communications, 09732586221135062. 10.1177/09732586221135062
50.
LinJ., & ChuanC. H. (2013). A study on youth online impulsive purchase: The relationship between individual difference, shopping environment, emotion response and purchase. Journal of Creative Communications, 8(2–3), 209–229. 10.1177/0973258613512571
51.
LingI.-L., LiuY.-F., LinC.-W. W., & ShiehC.-H. (2020). Exploring IKEA effect in self-expressive mass customization: Underlying mechanism and boundary conditions. Journal of Consumer Marketing, 37(4), 365–374. 10.1108/JCM-09-2017-2373
52.
LiuC. (2012). The myth of informatization in rural areas: The case of China’s Sichuan province. Government Information Quarterly, 29(1), 85–97.
53.
LoureiroS. M. C. (2021). Creative communications and interactions among stakeholders. Journal of Creative Communications, 16(3), 231–232. 10.1177/09732586211020204
54.
LuoN., ZhuZ., NiY., HaodongL., & ZhangJ. (2022). The impact of social media marketing activities in the museum industry. Online Information Review.
55.
MaddenT. J., AllenC. T., & TwibleJ. L. (1988). Attitude toward the ad: An assessment of diverse measurement indices under different processing “sets”. Journal of Marketing Research, 25(3), 242–252.
56.
MandelN., RuckerD. D., LevavJ., & GalinskyA. D. (2017). The compensatory consumer behavior model: How self-discrepancies drive consumer behavior. Journal of Consumer Psychology, 27(1), 133–146.
57.
MoonM. A., KhalidM. J., AwanH. M., AttiqS., RasoolH., & KiranM. (2017). Consumer’s perceptions of website’s utilitarian and hedonic attributes and online purchase intentions: A cognitive–affective attitude approach. Spanish Journal of Marketing-ESIC, 21(2), 73–88.
58.
MoormanC., van HeerdeH. J., MoreauC. P., & PalmatierR. W. (2019). Challenging the boundaries of marketing. Journal of Marketing, 83(5), 1–4. 10.1177/0022242919867086
59.
MunschA. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science, 31(1), 10–29. 10.1080/21639159.2020.1808812
60.
OttH. K., VafeiadisM., KumbleS., & WaddellT. F. (2016). Effect of message interactivity on product attitudes and purchase intentions. Journal of Promotion Management, 22(1), 89–106.
61.
PorterJ. (2021). Commentary: Inefficiencies in digital advertising markets: Evidence from the field. Journal of Marketing, 85(1), 30–34.
62.
RacherlaP., MandviwallaM., & ConnollyD. J. (2012). Factors affecting consumers’ trust in online product reviews. Journal of Consumer Behaviour, 11(2), 94–104.
63.
RahiS., Abd GhaniM., & AlnaserF. M. (2017). The influence of e-customer services and perceived value on brand loyalty of banks and internet banking adoption: A structural equation model (SEM). The Journal of Internet Banking and Commerce, 22(1), 1–18.
64.
RuizS., & SiciliaM. (2004). The impact of cognitive and/or affective processing styles on consumer response to advertising appeals. Journal of Business Research, 57(6), 657–664.
65.
SamaR. (2019). Impact of media advertisements on consumer behaviour. Journal of Creative Communications, 14(1), 54–68.
66.
SarkarA. (2011). Impact of utilitarian and hedonic shopping values on individual’s perceived benefits and risks in online shopping. International Management Review, 7(1), 58.
67.
SierraJ. J., BadrinarayananV. A., & TauteH. A. (2016). Explaining behavior in brand communities: A sequential model of attachment, tribalism, and self-esteem. Computers in Human Behavior, 55, 626–632. 10.1016/j.chb.2015.10.009
68.
SmithK. T. (2019). Mobile advertising to digital natives: Preferences on content, style, personalization, and functionality. Journal of Strategic Marketing, 27(1), 67–80. 10.1080/0965254X.2017.1384043
69.
SmithK. T. (2020). Marketing via smart speakers: What should Alexa say?Journal of Strategic Marketing, 28(4), 350–365. 10.1080/0965254X.2018.1541924
70.
SpearsN., & SinghS. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66.
71.
SridharS., GermannF., KangC., & GrewalR. (2016). Relating online, regional, and national advertising to firm value. Journal of Marketing, 80(4), 39–55.
72.
StuppyA., MeadN. L., & Van OsselaerS. M. (2020). I am, therefore I buy: Low self-esteem and the pursuit of self-verifying consumption. Journal of Consumer Research, 46(5), 956–973.
73.
SundarS. S. (2008). Self as source: Agency and customization in interactive media. Routledge.
74.
TaylorC. R., & CarlsonL. (2021). The future of advertising research: New directions and research needs. Journal of Marketing Theory and Practice, 29(1), 51–62. 10.1080/10696679.2020.1860681
75.
TrivediS. K., PatraP., SrivastavaP. R., ZhangJ. Z., & ZhengL. J. (2022). What prompts consumers to purchase online? A machine learning approach. Electronic Commerce Research. 10.1007/s10660-022-09624-x
76.
TroyeS. V., & SupphellenM. (2012). Consumer participation in coproduction: “I made it myself” effects on consumers’ sensory perceptions and evaluations of outcome and input product. Journal of Marketing, 76(2), 33–46.
77.
Van den BerghJ., & ViaeneS. (2016). Unveiling smart city implementation challenges: The case of Ghent. Information Polity, 21(1), 5–19. 10.3233/IP-150370
78.
VarshaP. S., AkterS., KumarA., GochhaitS., & PatagundiB. (2021). The impact of artificial intelligence on branding: A bibliometric analysis (1982–2019). Journal of Global Information Management (JGIM), 29(4), 221–246. 10.4018/JGIM.20210701.oa10
79.
WolinL. D., & KorgaonkarP. (2003). Web advertising: Gender differences in beliefs, attitudes and behavior. Internet Research, 3(5), 375–385. 10.1108/10662240310501658
80.
WuD.-Y., LinJ.-H. T., & BowmanN. D. (2022). Watching VR advertising together: How 3D animated agents influence audience responses and enjoyment to VR advertising. Computers in Human Behavior, 133, 107255. 10.1016/j.chb.2022.107255
81.
YouY., YangX., WangL., & DengX. (2020). When and why saying “thank you” is better than saying “sorry” in redressing service failures: The role of self-esteem. Journal of Marketing, 84(2), 133–150.
82.
YuJ. (2018). ÐÂʱ´ú¡°ËÄÓС±Å→ÐÔ [“Four Have’s” Among Women in the New Era]. Kantar Worldpanel.
