Marketing and the Internet
Principles of Internet Marketing
Principles of Internet Marketing
Interpreting Dimensions of Consumer Trust in E-Commerce
Information Technology and Management
Marketing Models of Service and Relationships
Marketing Science
Manufacturing & Service Operations Management
Research Note: User Design of Customized Products
Marketing Science
The “I Designed It Myself” Effect in Mass Customization
Management Science
Customization, immersion satisfaction, and online gamer loyalty
Computers in Human Behavior
Mobile phone customer retention strategies and Chinese e-commerce
Electronic Commerce Research and Applications
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The purpose of this study is to propose a model that explains the consumers' perception of customization in e-commerce. This study suggests two determinants of consumer attitude toward the e-commerce website with customization options: perceived participation and perceived company responsiveness. Consumer attitude was posited to influence consumers' intention to consider a long-term relationship with an e-commerce company. In this model, two consumer characteristics-consumer expertise and preference stability-were considered as moderators of the relations between consumers' perception of participation and company's responsiveness and consumer attitude toward the customization program. The model was tested by structural equation modeling (SEM) using AMOS 14.0, and the posited relations were confirmed. The moderating effect of preference stability was found significant. The perceived participation level of those with a more stable preference influenced their attitude toward the customization experience, while the company's responsiveness was influential only for those with a less stable preference.