Why Consumers are Wiling to Pay for Mass Customized Products: Dissociating Product and Experiental Value
HANDBOOK OF RESEARCH IN MASS CUSTOMIZATION AND PERSONALIZATION, Forthcoming
Posted: 20 May 2010 Last revised: 31 May 2010
Date Written: December 30, 2009
The aim of this twofold. First, we propose to conceptualize the perceived value of mass customization into two components: 1) mass-customized product value and 2) mass customization experience. Second, we test an integrative framework bringing together value components and willingness to pay for mass-customized products. As opposed to previous research, the findings show an indirect effect of mass customization experience on consumer willingness to pay. Furthermore, no direct effect is found.
Keywords: Mass Customization, Personalization, Engineer-to-Order, Open Innovation, User Co-Creation, Modularity, Platform Design, Customer Centricity
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