Abstract
Much of the existing literature on customer participation has focused on the performance outcomes from the standpoint of companies, ignoring the benefits of customers as the critical participants. Drawing from work on meaning and self-determination theory, the paper examines the influence of customer participation on two components of customer well-being: affective states and meaning of participation. Two studies show that customer participation significantly improved customers’ affective states and meaning of participation, and psychological ownership was one of the underlying mechanisms. Product type further moderated the relationship between customer participation and psychological ownership, and between customer participation and well-being. Specifically, the effect of customer participation on psychological ownership was stronger for participants in physical product condition, while it became attenuated albeit significant for participants in the intangible service condition. The relationship between customer participation and customer well-being also became weaker in intangible service condition. Our findings contribute to theories of customer participation and customer well-being, and also suggest direct implications for marketing strategy.
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Acknowledgements
The authors wish to thank Wei Zhou of the School of International Business, Southwestern University of Finance and Economics, for his language editing and writing assistance in conducting this research and three anonymous reviewers for their constructive comments on an earlier draft of the manuscript.
Funding
This work was supported by the National Natural Science Foundation of China (No.72202155), Humanities and Social Science Fund of Ministry of Education of China (No.23YJA630072), Guanghua Talent Project of Southwestern University of Finance and Economics and National Social Science Foundation of China (No. 21BJY204).
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XL and QL conceived the study given data collected by JL. All authors were involved in theoretical development. XL and MZ analyzed the data. RT provided additional literatures and made a further revision on the paper. All authors were involved in interpretation and writing.
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Appendices
Appendix
Appendix 1. The Manipulation of T-shirt in Study 1
No Customer Participation:
Summer is coming, and you need to buy a new T-shirt. After a careful selection online, you find the following six T-shirts from one store that are very good. Please take 2 min to consider which T-shirt to choose for yourself, and then describe it in no less than 30 words.
Customer Participation:
Summer is coming, and you need to buy a new T-shirt. After a careful selection online, you find that the T-shirts in a store are very good. Now the store is conducting a DIY activity, and you can buy a T-shirt with a pattern designed yourself. Please take 2 min to consider what pattern and color to design for your T-shirt, and then describe the design in no less than 30 words.
Appendix 2. Demographic Information (Study 1)
Item | N(%) 280(100%) |
|---|---|
Gender | |
Male | 122 (43.6%) |
Female | 158 (56.4%) |
College grade | |
Freshman | 74 (26.4%) |
Sophomore | 93 (33.2%) |
Junior | 62 (22.1%) |
Senior | 51 (18.2%) |
Monthly living expense | |
Below 1000 CNY | 41 (14.6%) |
1001–2000 CNY | 113 (40.4%) |
2001–3000 CNY | 79 (28.2%) |
Above 3000 CNY | 47 (16.8%) |
Family background | |
Urban | 172 (61.4%) |
Rural | 108 (38.6%) |
Appendix 3 Measurement Scale
Version used in the study | Original version | Source | ||
|---|---|---|---|---|
Variables | Items | Variables | Items | |
Perception of customer participation | For the purchasing process: I have a strong sense of participation I participated in the entire design process I participated in the production of the T-shirt/ tutorial program | Intensity of Customer Interaction in idea Generation | The (perceived) intensity of customer interaction was high | Gruner &Homburg (2000) |
We interacted with customers beyond the standards of market research | ||||
The duration of joint work was long | ||||
Psychological ownership | I feel like this is my T-shirt/ tutorial program I feel a very high degree of personal ownership of the T-shirt/ tutorial program I feel like I own this T-shirt/ tutorial program | Perceived ownership | I feel like this is my Slinky/Mug I feel a very high degree of personal ownership of the Slinky/Mug I feel like I own this Slinky/Mug | Peck and Shu (2009) |
Affective states | I feel happy I feel nervous and anxious I feel sad and depressed I feel content and relaxed I feel frustrated I’m impatient for it to end | Feelings (Hedonic aspect of well-being) | Happy Nervous/anxious Sad/depressed Content/relaxed Frustrated Impatient for it to end | White and Dolan (2009) |
Meaning of participation | The purchasing process: was worthwhile and useful had greater meaning served a higher purpose | Thoughts (Eudaimonic aspect of well-being) | I feel the activities in this episode were worthwhile and meaningful I feel the activities in this episode were useful to other people I feel the activities in this episode helped me achieve important goals | |
Appendix 4 The Manipulation of English Tutorial Program in Study 2
No Customer Participation in Service:
You are about to take College English Test (CET) and want to register for a course in order to pass it. Now there are the following six kinds of classes. Please take a few minutes to consider before you decide which one to take, and then describe it in no less than 30 words.
Choice | Contents of schedule |
|---|---|
Choice 1 | Pass guaranteed. The course consists of 120 live online lessons. We have a proven teaching methodology and experienced faculty to help you prepare for your exam. The class starts at 7 pm for each of the 60 weekdays-appointment at any time. The price is 299 CNY |
Choice 2 | Listening course consists of 120 online lessons, with qualified teachers guiding. You can choose from a range of topics and levels to suit your needs and goals-three lessons for each of the 60 days, starting at 7 pm. The price is 299 CNY |
Choice 3 | The course consists of 120 live online lessons, and students learn together. We have experienced teachers to teach you the skills to improve your accuracy and efficiency. Three lessons for each of the 60 weekends, starting at 9 am/3 pm/7 pm. The price is 299 CNY |
Choice 4 | The 120 class hours of translation and writing course are composed of two parts: live broadcast and recorded broadcast. We have professional foreign teachers to provide you with translation skills and writing guidance. Three lessons for each of the 60 weekends, starting at 9 am/3 pm/7 pm. The price is 299 CNY |
Choice 5 | The 120 class hours of the reading comprehension course are composed of two parts: live broadcast and recorded broadcast, with all the hot examination topics in recent years covered, starting at 7 pm for each of 60 weekdays. The price is 299 CNY |
Choice 6 | The course consists of 120 live online lessons, and students learn together. We have a one-on-one peer tutoring service which provides you with individualized assistance from a trained tutor. Three lessons for each of the 60 weekends, starting at 9 am/3 pm/7 pm. The price is 299 CNY |
Customer participation in service:
You are about to take College English Test (CET) and want to register for a course in order to pass it. Now the agency is carrying out a DIY activity for customers to customize the class. You can design your curriculum content, class schedule, time of duration, teaching methods, learning supervision methods, etc. You then take courses of your own design, as long as the class meets 120 h. Please take a few minutes to design your course and then describe it in no less than 30 words.
Appendix 5 Demographic information (Study 2)
Item | N(%) 310(100%) |
|---|---|
Gender | |
Male | 136 (43.8%) |
Female | 174 (56.2%) |
College grade | |
Freshman | 64 (20.6%) |
Sophomore | 97 (31.3%) |
Junior | 89 (28.7%) |
Senior | 60 (19.4%) |
Monthly living expense | |
Below 1000 CNY | 50 (16.1%) |
1001–2000 CNY | 111 (35.8%) |
2001–3000 CNY | 96 (31.0%) |
Above 3000 CNY | 53 (17.1%) |
Family background | |
Urban | 187 (60.8%) |
Rural | 123 (39.7) |
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Lv, X., Tang, R., Luo, J. et al. I Join, So I Enjoy: How Customer Participation Increases Wellbeing. J Happiness Stud 24, 2783–2811 (2023). https://doi.org/10.1007/s10902-023-00703-w
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DOI: https://doi.org/10.1007/s10902-023-00703-w