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

See all articles by Aurelie Merle

Aurelie Merle

Grenoble Ecole de Management

Jean-Louis Chandon

Universities of Marseille - Université Paul Cézanne - Aix-Marseille III; INSEEC

Elyette Roux

Institut d'Administration des Entreprises d'Aix-en-Provence

Date Written: December 30, 2009

Abstract

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

Suggested Citation

Merle, Aurelie and Chandon, Jean-Louis and Roux, Elyette, Why Consumers are Wiling to Pay for Mass Customized Products: Dissociating Product and Experiental Value (December 30, 2009). HANDBOOK OF RESEARCH IN MASS CUSTOMIZATION AND PERSONALIZATION, Forthcoming. Available at SSRN: https://ssrn.com/abstract=1593877

Aurelie Merle (Contact Author)

Grenoble Ecole de Management ( email )

12 Rue Pierre Semard
Grenoble, Cedex 01 38000
France

Jean-Louis Chandon

Universities of Marseille - Université Paul Cézanne - Aix-Marseille III ( email )

3 avenue Robert Schuman
Aix-en-Provence Cedex 1, Aix en Provence
France

INSEEC ( email )

27 Avenue de Vellefaux
Paris, 75010
France
675896697 (Phone)

Elyette Roux

Institut d'Administration des Entreprises d'Aix-en-Provence ( email )

Clos Guiot Puyricard - CS 30063
Aix en Provence, Bouch du Rhone 13100
France

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