Table 2
Items of initial customer PVOCE scale.
Perceived value of results
Functional value
FV1. The shoes are what I dreamed of.
FV2. The shoes are meet my needs.
FV3. The shoes are what I really want to own.
FV4. The shoes are best for me.
Items resource
Merle,
Sheth,
Franke,
Schreier
Symbolic value
SV1·The shoes I designed can reflect my efforts, and it has a special meaning.*
Merle,
SV2. The shoes I designed can reflect my personal image. SV3. The
shoes I designed can represent myself.
Franke,
Schreier
SV4. The shoes I designed can reflect my style.
SV5. The shoes I designed can highlight my personality.
Self-realization value of results
RVR1. The shoes I designed are perfect, and it will get appreciation from others.
RVR2. The shoes I designed will be liked by public, which makes me very proud. RVR3. The
shoes I designed give me a sense of accomplishment.
Uniqueness value
UV1. The shoes I designed will not look like anyone else.
Atakan,
Merle, and
interview
Interview
UV2. The shoes I designed only owned by myself.
UV3. The shoes I designed are uniqueness.
UV4. The shoes I designed are different from others in some details. UV5. The
shoes I designed enable me to stand out from the others.*
Perceived value of process
Hedonic value
HV1. Designing own shoes by myself made me feel very happy.
HV2. Process of design the shoes made me feel funny.
HV3. This way of online customization made me feel very relaxed, in which I don’t have to go to mall to choose blindly. HV4. I enjoy the
process of designing the shoes.
HV5. The mode of online customization made me devote myself to custom activities. HV6. The
online customization process made me feel very fresh and curious.
Self-realization value of process
RVP1. In the process of shoes-design, I fully grasped the initiative, and created with my own ideas.*
RVP2. In the process of shoes-design, I felt very proud due to fully exert my imagination.
RVP3. In the process of shoes-design, I felt very proud due to I was able to design my own shoes.
RVP4. In the process of shoes-design, I feel like a creator, fully exert my creativity.
Knowledge value
KV1. The customized experience deepened my understanding of the parts, materials, etc. of shoes.
KV2. The customized experience made me know more about my preferences and ideas. KV3. The
customized experience made me learn how to customize products online.
KV4. The customized experience taught me to pay more attention to details when I choose shoes in the future.
KV5. The customized experience improved my ability of design and match.*
Sensory value
SV1. The mode of online customization provides more options.
SV2. The mode of online is easy to operate, and make it easy for products customization.
SV3. The mode of online customization is very convenient.
SV4. The mode of online customization is very intuitive, which can show products appearance at any time.*
Note: *Items deleted in the final version of the scale.
Xiaoyu Wan, Tingyi Wang, Wei Zhang⁎, Jie Cao
School of Economics and Management, Chongqing University of Posts and Telecommunications, 400065 Chongqing, China
Merle,
Franke,
Schreier,
Trentin
Merle,
Franke,
Schreier
Pingjun
Jiang, and
interview
Mathwick,
and interview