Increasing the Attractiveness of Mass Customization: The Role of Complementary On-line Services and Range of Options
Benedict G.C. Dellaert and Pratibha A. Dabholkar
International Journal of Electronic Commerce,
Volume 13, Number 3, Spring 2009, pp. 43.
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.
Key Words and Phrases: Mass customization, on-line services, perceived complexity, perceived control, perceived enjoyment, on-line interaction, on-line visualization.