The Impact of Configurational Fit of Product and Service on Customer Decision-Making: Evidence from an Event-Related Potential Experiment

Abstract

Artificial intelligence provides new approaches for smart product–service systems. As such, an increasing number of service-oriented manufacturing enterprises are leveraging artificial intelligence (AI) to achieve value co-creation with customers. In the process of intelligently matching additional services to products, measuring the congruity of product–service systems remains to be explored. This study employs an event-related potential (ERP) methodology to examine how product–service congruity influences customer purchase intentions associated with cognitive processing. ERPs elicited by high-congruity product–service combinations were significantly different from low-congruity combinations. By proposing a method to determine product–service congruity, this study provides insights for matching product–service combinations in an AI-driven context. These findings can guide the delivery of enhanced personalized product–service combinations in platform economies and AI ecosystems, enabling enterprises to achieve value co-creation.