Increasing the Attractiveness of Mass Customization: The Role of Complementary On-line Services and Range of Options

Authors:
Benedict Dellaert;Pratibha Dabholkar
Affiliations:
Department of Business Economics, Erasmus School of Economics, Erasmus University, Rotterdam;University of Tennessee
Venue:
International Journal of Electronic Commerce
Year:
2009

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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.