What does this research mean for the field?

In online product customization, strong self-perceived design skill reduces anxiety and increases purchase intentions, while perceived task complexity increases anxiety and decreases willingness to purchase, regardless of whether the item is for oneself or a gift. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

To determine how perceived task complexity, self-perceived design skill, and anxiety influence the perceived value and purchase intentions of customised gifts.

September 2, 2026International Journal of Market ResearchOpen Access

Customisation as Innovation: Perceptions of Complexity and Value in Gifting

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Authors

CSCéline StirisSotheby's Institute of Art FRFrancesca Dall’Olmo RileyKingston University JSJaywant SinghUniversity of Southampton

Discussion

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Implication

Field experiment reveals that perceived task complexity increases anxiety and lowers purchase intent in online shoppers, indicating that simpler customisation toolkits enhance gift sales.

Key Points

To determine how perceived task complexity, self-perceived design skill, and anxiety influence the perceived value and purchase intentions of customised gifts.
Conducted a scenario-based field experiment using a real brand, manipulating customisation task complexity (high vs. low) and recipient type (self vs. gift giving).
Collected responses using an online self-completion questionnaire.
Analyzed structural pathways and group differences using Partial Least Squares-based Structural Equation Modeling (PLS-SEM) with bootstrapping and ANOVA.
Greater self-perceived design skill reduced anxiety regarding the customisation process and led to higher purchase intentions.
Higher perceived task complexity induced user anxiety and reduced willingness to purchase the customised item.
Recipient condition (designing for oneself versus for another person) produced no significant differences in how task complexity and design skill affected anxiety and purchase outcomes.

Cite This Study

Stiris et al. (2026) studied this question.

synapsesocial.com/papers/6a97e318c562ede874ec7b47 https://doi.org/10.1177/14707853261483758

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Implication

Field experiment reveals that perceived task complexity increases anxiety and lowers purchase intent in online shoppers, indicating that simpler customisation toolkits enhance gift sales.

Customisation as Innovation: Perceptions of Complexity and Value in Gifting

Discussion

Member takes

Implication

Key Points

Cite This Study

Customisation as Innovation: Perceptions of Complexity and Value in Gifting

Discussion

Member takes

Implication

Key Points

Cite This Study

Also Consider

Also Consider