Increasing the attractiveness of mass customization: the role of complementary on-line services and range of options

Benedict G.C. Dellaert, Pratibha A. Dabholkar

Research output: Contribution to journalArticleResearchpeer-review

56 Citations (Scopus)

Abstract

This study investigates the antecedents of consumer intentions to use mass customization on the Internet and the joint role of complementary on-line services (visualization, salesperson interaction, and post-purchase product adaptation) and the range of mass customization options in on-line mass customization. It extends past research by demonstrating that perceptions of control and enjoyment, in addition to perceptions of product outcome and complexity, have a strong impact on consumer intentions to use an on-line mass customization process. The study finds that both increasing the range of mass customization options and providing complementary on-line services enhance perceptions of product outcome, control, and enjoyment in using an on-line mass customization process. However, in contrast to the range of mass customization options, complementary on-line services can be increased without increasing the perceived complexity of the process. Finally, perceived control mediates the negative effect of perceived complexity on consumer intentions to use on-line mass customization.

Original languageEnglish
Pages (from-to)43-70
Number of pages28
JournalInternational Journal of Electronic Commerce
Volume13
Issue number3
DOIs
Publication statusPublished - 1 Apr 2009
Externally publishedYes

Keywords

  • Mass customization
  • On-line interaction
  • On-line services
  • On-line visualization
  • Perceived complexity
  • Perceived control
  • Perceived enjoyment

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