Computer-Mediated Customization Tendency (CMCT) and the Adaptive e-Service Experience
Computer-Mediated Customization Tendency (CMCT) and the Adaptive e-Service Experience
C. Mathwick,Janet Wagner,R. Unni
2010 · DOI: 10.1016/J.JRETAI.2009.11.001
81 Citations
TLDR
Computer-mediated customization tendency (CMCT), a composite individual difference variable that reflects a consumer's personal preferences for designing and interacting with adaptive online environments to create valuable e-service experiences, is introduced.