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EMAC 2022 Annual

Mass customization’s online sales configurator capabilities and purchase intention: the roles of psychological empowerment and ownership

Published: May 24, 2022


Marwa Meddeb, aix marseille university; Jean-louis Moulins, Aix Marseille Université


This research studies the influence of sales configurator capabilities on psychological empowerment and purchase intention in the context of online mass customization. After having customized video game controllers, 263 individuals answered the survey about dimensions of configurator capabilities and psychological empowerment. The results show that, in general, the perceived usefulness of these tools increases the consumer’s perception of power. However, the dimension "focused navigation capability" does not seem to influence psychological empowerment. Acquisition of power and mastery seems to go hand in hand. In order to have a perception of power, individuals do not wish to be very brand-oriented in their process of selecting a customizable product. Furthermore, psychological empowerment does not influence purchase intention there is indeed an indirect effect through the mediation of psychological ownership. Our research contributes to the literature on psychological empowerment by highlighting the dimensions of the e-configurator most likely to increase the perception of power, the psychological ownership and finally the purchase intention.