Based on self-construal theory, the research uses three online scenario-based experiments to examine how the matching between consumers’ self-construal types and customization modes influences purchase intention toward customized products, and to reveal the underlying mechanisms. The results show that there is a matching effect between consumers’ self-construal types and customization modes. When consumers exhibit independent self-construal traits, attribute-based customization, compared with option-based customization, is more effective in enhancing their purchase intention toward customized products, with perceived uniqueness playing a significant mediating role. When consumers exhibit interdependent self-construal traits, option-based customization, compared with attribute-based customization, is more effective in enhancing their purchase intention toward customized products, with psychological ownership playing a significant mediating role.