Abstract:

Online customization has become a new mode of economic service and the profit growth point Based on the 2,380 experimental samples from 119 college students, an empirical study on the influencing factors of online customization choice of mobile communication service is conducted by using ANOVA and Logistic regression model The results show that the consumer preference and the importance of service have a significant positive impact on customization result; option framing (additive option framing or subtractive option framing) and service type (positive service or negative service), and their interaction also influence college students’ online customization choice of mobile communication service The findings help to guide customers’ online customization choice, and provide companies with a new perspective to strengthening online customization service

Key words: information service, online customization, option framing effect, consumer cognition, service type;mobile communication service