I Want Products My Own Way, But Which Way? The Effects of Different Product Categories and Cues on Customer Responses to Web-based Customizations

@article{Chang2009IWP,
  title={I Want Products My Own Way, But Which Way? The Effects of Different Product Categories and Cues on Customer Responses to Web-based Customizations},
  author={Chia-Chi Chang and Hui-Yun Chen},
  journal={Cyberpsychology & behavior : the impact of the Internet, multimedia and virtual reality on behavior and society},
  year={2009},
  volume={12 1},
  pages={
          7-14
        }
}
Mass customization is a strategy that has been adopted by companies to tailor their products in order to match customer needs more precisely. Therefore, to fully capture the value of mass customization, it is crucial to explore how customers react to mass customization. In previous studies, an implied premise has been that consumers are keen to embrace customized products, and this assumption has also been treated by firms as a prerequisite for successful mass customization strategies. However… CONTINUE READING
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