"千人一面"还是"量体裁衣":定制方式与用户类型的匹配效应对消费者幸福感的影响研究OACHSSCD

Against the backdrop of accelerating digital transformation,personalized customization has become a key strategy for firms seeking to enhance user experience and achieve differentiated competitive advantages.However,the emotional experiences consumers derive from the customization process and the underlying mechanisms shaping their well-being remain insufficiently explored.Meanwhile,digital nudging technologies are increasingly embedded in customization interfaces.Although such nudges can improve decision efficiency,they may also amplify or weaken users'perceived autonomy across different user groups,yet existing research has paid limited attention to this potential double-edged effect. Drawing on self-determination theory,this study conducted three online experiments to systematically examine the matching effect between customization formats(attribute-based customization vs.alternative-based customization)and user types(novice users vs.expert users)and its impact on consumer well-being.Additionally,the mediating role of perceived autonomy and the moderating role of digital nudges were investigated.The results show that:(1)there is a significant matching effect between modes formats and user types,such that novice users benefit more from altermative-based customization while expert users respond more favorably to attribute-based customization;(2)perceived autonomy serves as a key mediator in the relationship between matching and consumer well-being;and(3)digital nudges effectively reduce cognitive load and enhance perceived autonomy for novice users,but may undermine perceived autonomy for expert users due to excessive intervention.These effects are consistently supported across the three experiments,demonstrating strong robustness and internal coherence. Compared with previous literature,this study advances the field in four ways.First,by adopting a consumer well-being perspective,it examines personalized customization and highlights how matching effects between customization modes and user types influence consumer well-being,thereby extending research beyond traditional behavioral intention or purchase outcomes.Second,by focusing on"for whom customization is performed",it uncovers differences in information processing and preference articulation between novice and expert users,enriching the understanding of user heterogeneity in the personalization domain.Third,the identification of perceived autonomy as a mediator clarifies the psychological mechanism through which matching influences consumer well-being,deepening the application of self-determination theory in digital contexts.Fourth,by incorporating digital nudges as a moderating variable,the study reveals their double-edged effects in consumer decision-making,broadening the intersection of behavioral economics,human-computer interaction,and marketing management research. In practice,the findings provide valuable guidance for firms seeking to optimize personalized customization strategies.Matching customization formats to users'knowledge levels can enhance satisfaction and support the development of intelligent customization services.Moreover,the study offers theoretical and practical insights for building customization management systems that prioritize consumer well-being and support enterprise-level service innovation.