Research On The Influence Mechanism Of Platform Solution Personalization On Customer Satisfaction

With the improvement of customer’s personalized demand and the progress of information technology,personalization has gradually become an inevitable trend of enterprise product development and design.More and more suppliers seek differentiated competition by providing solutions.However,the implementation and promotion of personalization are seriously restricted by the paradox of personalization and privacy.The paradox refers to the ongoing tension between companies’ need for consumer information and consumers’ need for privacy.In practice,solution personalization may be a "double-edged sword",which needs further analysis and excavation.However,the existing research on solutions is mainly qualitative,and empirical discussion is insufficient,and the attention on the paradox of personalization and privacy is rare.In order to make up the deficiency of existing research,this paper analyzes the value co-creation and value co-destruction mechanism of platform solution personalization(PSP)from the perspective of value co-creation and value co-destruction,signal theory and psychological contract theory,and then studies the influence mechanism of PSP on customer satisfaction(CS).This paper will make important supplements and extensions to the existing literature from the following points:Firstly,this paper discusses the influence mechanism of PSP on CS.Among them,customer psychological ownership(CPO)contributes to enhancing perceived value and positive attitude are regarded as the value co-creation mechanism in solution personalization,while customer data vulnerability(CDV)may cause perceived aggression and cognitive mistrust are regarded as the value co-destruction mechanism.The analysis of the two mechanisms is helpful for the platform to dig into the paradox of personalization and privacy that it may face when implementing solution personalization.Secondly,this paper takes CS as the outcome variable to measure the PSP.In addition,according to the degree of customer data sharing and the stage of the relationship,this paper focuses on the personalization of platform solution design(SDN)and deployment(SDT).Based on the mechanism of value co-creation and co-destruction,the "double-edged sword" effect of different PSP on CS is deeply analyzed.Finally,this paper further reveals the situational factors that influence the mechanism of PSP(SDN and SDT)on CS.This paper proposes that the direct or mediating effect between PSP(SDN and SDT)and CS is affected to varying degrees by consumer regional heterogeneity(Municipal Government-Business Relation Closeness and Relation Cleanness),platform customer journey design(context sensitivity of touchpoints)(CJDCS),and platform relational governance(RG).This conclusion provides useful theoretical guidance and decision support for platform enterprises to provide personalized solutions more effectively.This research is based on the online education platform that provides personalized solutions as the research background,based on the network survey questionnaire and supplemented objective data of the "2020 Municipal Government-Business Relation Health Index",with 534 consumers as the research object,using hierarchical regression,multiple mediation effects and the moderated mediation effects analysis for all research hypotheses are verified.Empirical results show that the vast majority of research hypotheses are effectively supported.The specific research results are as follows:Firstly,PSP will affect CS,that is,SDN will improve CS;there is a U-shaped relationship between SDT and CS,that is,SDT will first reduce CS,and then improve CS.Secondly,the SDN and SDT can significantly promote CPO.At the same time,CPO plays a significant role in promoting CS.Therefore,CPO mediates between PSP(SDN and SDT)and CS.Thirdly,different PSP(SDN and SDT)has different effects on CDV,that is,there is a positive relationship between the SDN and CDV,while there is an inverted U-shaped relationship between the SDT and CDV.Meanwhile,CDV plays a significant inhibition effect on CS.Thus,CDV mediates between PSP(SDN and SDT)and CS.Fourthly,the direct effect between different PSP(SDN and SDT)and CS is moderated by situational variables differently.Specifically,the direct effect of SDN on CS is significantly negatively moderated by consumer regional heterogeneity(Municipal Government-Business Relation Closeness)and CJDCS.At the same time,the direct effect of SDT on CS is jointly moderated by consumer regional heterogeneity(Municipal Government-Business Relation Closeness and Relation Cleanness)and negatively moderated by RG.Fifthly,the mediating effect of CPO on the relationship between PSP(SDN and SDT)and CS is moderated by situational variables.Specifically,the mediating effect of CPO on the SDN and CS is negatively moderated by consumer regional heterogeneity(Municipal Government-Business Relation Closeness)and CJDCS.However,the mediating effect of CPO on SDT and CS is only negatively moderated by CJDCS.The moderating mediating effect of Municipal Government-Business Relation Cleanness on the relationship between SDT and CS has not been supported.Sixthly,the mediating effect of CDV on the relationship between PSP(SDN and SDT)and CS is moderated by situational variables.That is,the mediating effect of CDV between SDN and CS is negatively moderated by CJDCS.However,Municipal Government-Business Relation Closeness and Relation Cleanness and RG have no significant moderating mediating effect on the relationship between SDT and CS.