search query: @freeterm mass customization / total: 1
reference: 1 / 1
« previous | next »
| Author: | Matzler, K. Stieger, D. Füller, J. |
| Title: | Consumer confusion in Internet-based mass customization: testing a network of antecedents and consequences |
| Journal: | Journal of Consumer Policy
2011 : JUN, VOL. 34:2, p. 231-247 |
| Index terms: | consumer behaviour customers Internet products |
| Freeterms: | mass customization usability |
| Language: | eng |
| Abstract: | Mass customization is a utilized strategy in creating value by customizing products to customers' needs and at the same time in keeping costs low. This study tests a network of antecedents and consequences dealing with three dimensions of consumer confusion (henceforth as: c-cfn.), that is, similarity, overload, and unclarity confusion. Product knowledge and usability decrease c-cfn. C-cnf. is negatively related to satisfaction with the product, experienced fun, and trust. Through these processes, word-of-mouth (WOM) is also affected by c-cnf. |
« previous | next »
SCIMA