Abstract
The construal level theory and the idea of consumer involvement are two important topics in contemporary consumer research, yet few studies have previously examined their interaction, especially in the online context. Current trends indicate that internet-enabled markets play a pivotal role in a firm’s revenue generation. The alignment of the customer’s perceived value (i.e., value to customers) and firm value (i.e., value from customers) is also of extreme importance in creating consumer value, consumer satisfaction, loyalty, and a firm’s ultimate profitability (Kumar and Reinartz 2016). Thus, it is time to investigate the interaction among consumer self-construal level, consumer involvement, and firm resources in the context of internet-enabled markets.
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