MASS CUSTOMIZATION FROM CONSUMER PERSPECTIVE: THE MEDIATING ROLE OF CUSTOMER CUSTOMIZATION SENSITIVITY
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Abstract
The research model developed to investigate the mediation role of customer customization sensitivity was tested using structural equation modelling. The result indicates that customer customization fully mediates the relationship between consumers’ need for uniqueness, product involvement and confusion from overchoice, and behavioral intention. In contrast to theoretical assumptions, the current study did not find evidence to support the effect of customer sacrifice on customer customization sensitivity and behavioral intention.
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Abstract
Mass customization is a hybrid competitive strategy that combine differentiation and low-cost strategies. Although mass customization has recently attracted increasing attention from academia, researchers have largely focus on business related topics and ignored the customer aspect of the issue. It is obvious that more researches from customer perspective are needed to gain a deeper understanding of how customer react to customization. The purpose of this paper is to investigate mass customization from customer perspectives. The research model developed to investigate the mediation role of customer customization sensitivity was tested using structural equation modelling. The result indicates that customer customization fully mediates the relationship between consumers’ need for uniqueness, product involvement and confusion from overchoice, and behavioral intention. In contrast to theoretical assumptions, the current study did not find evidence to support the effect of customer sacrifice on customer customization sensitivity and behavioral intention.
