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Customization, a marketing strategy through providing personalized products, might be a new solution to motivate consumer feedbacks in electronic commerce (e-commerce) websites. Taking the dual-value of customization (emotional involvement and uniqueness expression) as the theoretical basis, this study aims to investigate the impact of customization on consumer's word-of-mouth (WOM) behaviors and contents by motivating: (1) more, (2) faster, (3) positive at first and then negative, (4) longer and (5) more helpful WOMs.

A field study was conducted with multi-sourced data: customer order data from a Chinese retailer and WOM data from Amazon.com. The two datasets were matched to filter out 463 online reviews among 6,892 customers who placed customized orders. Heckman's two-stage model, logistic regression, Ordinary least squares regression, Tobit regression, analysis of covariance and Lind–Mehlum U Test were used in the data analysis.

This study has found that (1) customization level motivates WOM behaviors including WOM posting and WOM speed, (2) an inverted U-shaped relationship exists between customization level and consumer rating and (3) customization level has a significantly positive impact on WOM helpfulness but not on WOM length.

This study advances theoretical development in the area of WOM motivators by proposing a new product-centric approach, customization, to stimulate voluntary WOMs. Empirical field research that analyzes consumer's real responses to customization is in scarcity. The dual-value of customized products is proposed as the underlying mechanism to explain the impact of customization level on consumer's WOM behaviors/contents. An interesting inverted U-shaped relationship is found between customization level and customer rating. This research provides nuanced practical guidance for websites, companies and consumers.

This study is a reference for manufacturers who are promoting their product-service system (PSS) development. Currently, improvements in both digital customization and sustainability for various smart PSS categories have been considered rarely. This paper addresses this research gap by developing relevant models.

The development trends of customization-oriented PSS are described in a literature review. An in-depth multiple-case study methodology is adopted, and seven manufacturing companies are sampled. The goal is to identify digital customization measures that can be employed on representative smart PSS models and to explore how these models can create sustainable value.

This study provides valuable insights by uncovering a synthesis framework for achieving customization of the product/use/result-oriented smart PSSs, and the relevant representative smart functions are summarized. This identifies how digital customization capabilities can improve sustainability, including direct economic value for customers as well as additional social benefits and environmental improvements during customization.

Currently, the influence of digitalization on customized offerings and the relevant impact on sustainability development have not been fully addressed to date. This study provides comprehensive information with a reference value for digital customization transformation among the three main types of smart PSS.

Three-dimensional (3D) printing has great potential in the food industry. While 3D printing technology offers customised food products to consumers, it also allows producers to develop new products using a wide variety of alternative food ingredients, modernise the production process and carry out environmentally friendly production. This research aims to determine the attitudes of students towards 3D foods who are studying in the Department of Gastronomy and Culinary Arts, as they are both consumers and examine different food processing systems and use them in the field of application. As a result of the study, it was identified that the participants believed that 3D printing is a great modern technology that allows the development of new foods, that it will bring benefit to us in the future, reduce the cost of food and food waste, increase the sustainability of food and that they see it as environmentally friendly. In addition, it was determined that the participants did not think that 3D-printed foods were disgusting; they found these foods reliable, could try them in the future and were excited to experience them.

Customization allows brands to provide goods that match customers’ preferences, but its impact on consumer–brand relationships is unclear. This study aims to examine the impact of two key moderators on the effectiveness of customization to enhance brand’s perceived partner quality, which mediates the relationship between customization and brand attitude.

Study 1 (n = 219) tests the moderated–mediation relationship, the effect of customization (IV) on perceived partner quality (mediator), and its indirect effect on brand attitude (DV), which is moderated by consumers’ self-construal orientation (Moderator 1). Study 2 (n = 416) extends the model tested in Study 1 by including an additional moderator, shopping task context (Moderator 2).

Results empirically demonstrate the impact of self-construal and shopping task context on the effectiveness of customization in improved customer–brand partner quality and eventual brand attitude.

Customization may not appeal to every customer for the same reason. Marketers must target customers’ individual traits (independents vs interdependents) and understand the context of the shopping task context (self-purchase vs gift-giving).

The work reveals how brands can enhance consumers’ perceptions of the brand by allowing them to customize the product. It is novel in demonstrating that customization is not just a fine-grained segmentation strategy but a brand building tool. It highlights contextual factors affecting the outcome of customization by demonstrating the conditions under which it is most effective.

This study investigated the impacts of the interaction experiential customization (IEC) mode on consumers' information processing fluency and green customization intention (GCI) as well as the moderating effect of consumers' self-construal.

This study conducted an online field experiment, questionnaire study and between-subjects laboratory experiment to test the hypotheses.

It was found that IEC had a significant positive effect on consumers' GCI. Moreover, consumer retrieval processing fluency played a partial mediating role in the relationship between IEC and GCI. In addition, consumers' self-construal moderated the “IEC? Three dimensions of processing fluency” relationships.

The results emphasized the importance of IEC in influencing consumers' consumption intention in a green customization setting and have some practical implications, that is, companies have the opportunity to use appropriate digital choice architecture designs, which can enhance consumer processing fluency when promoting eco-friendly products in the customized consumption process, especially for independent consumers.

This study focused on the customization design on consumers' GCI and explained the mechanism of impact of IEC on improving consumers' processing fluency and GCI in a product customization setting based on the fluency theory. In addition, this study investigated the moderating effect of consumers' self-construal (independent vs interdependent) on their significant different information processing modes for low-carbon choices.

Kaleidofin was co-founded in 2017 by Puneet Gupta and Sucharita Mukherjee; former CFO and CEO of IFMR (Institute for Financial Management and Research) Holdings Pvt Ltd. As part of their roles at IFMR, Gupta and Mukherjee focused on designing products and developing technology to push for financial inclusion. In their field interactions, the co-founders had an epiphany of the challenges faced by people while trying to save towards important life goals. They saw an opportunity in the large segment of financially under-served people in India and quit their jobs to start Kaleidofin. Kaleidofin was conceptualised as a digital platform that offers customised financial solutions to help customers meet their life goals. The start-up partnered with mutual fund companies for solutions on one hand and network partners (NGOs, microfinance organizations, cooperative banks) on the other for access to their existing customers.

Kaleidofin grew from 50 customers in January 2018 to 15,000 customers by March 2019. Aiming to grow to 1 million customers in the next 30 months Kaleidofin faces a dilemma about its future course. The start-up could continue to grow by expanding its current target segment which is the low-income households and preserve its vision at the risk of increasing costs. The second option would be to look at other potential target segments, such as, middle-income households and risk diluting their vision. The case study highlights the unique customer-centric model of Kaleidofin and the need for start-ups to understand the value proposition of their products/services.

Export manufacturing firms from emerging markets can better meet customer needs by providing customization, which leads to competitive advantages. Although both practice and academic research have deeply discussed customization, the question of whether customization promotes export manufacturing firms' product innovation in the global B2B market is largely unexplored. The purpose of this paper is to address this issue.

This paper collects survey data from 2,248 export manufacturing firms in China and uses hierarchical moderated regression to explore the relationship between customization and product innovation in the global B2B market and their boundary conditions.

This research shows that customization positively affects export manufacturing firms' product innovation in the context of the global B2B market, and it shows that internal governance structure (contract governance and relationship governance) and external governance structure (legal enforceability) can be used as boundary conditions that affect the relationship. Specifically, contract governance has an inverted U-shaped moderating effect on the relationship between customization and product innovation; moreover, relationship governance and legal enforceability can strengthen the positive relationship between customization and product innovation.

The study explores the relationship between customization and product innovation in the global B2B market and examines the moderating effect of internal and external governance structures. In addition, the study enriches the research related to customization and product innovation in the context of the global B2B market and provides essential practical insight into the survival of export manufacturing firms from emerging markets.

This study aims to investigate the impact of environmental responsibility (ER) on consumers' green customization intention (GCI), as well as the separate and joint moderating effects of consumers' negative perceptions and environmental claim type (ECT) on the relationship between ER and GCI.

In this study, two online experimental questionnaires and one between-subject lab experiment were conducted to test all hypotheses.

This study found that high-ER consumers are more likely to choose environmental options in the product customization process (versus low ER). The effect of ER on consumers' GCI is moderated by consumers' negative perceptions of green consumption (e.g. green skepticism and perceived environmental premium (PEP)). Additionally, ECT's joint moderating effect and consumers' negative perception of green customization consumption can be decreased by a substantive (versus associative) claim type in message framing.

The findings provide new insights into the factors affecting consumers' GCIs and have significant practical implications. First, consumers' different ER levels should not be neglected when examining the value of green customization. Second, consumers' green skepticism and PEP could reduce consumers' GCI. Third, the use of substantive environmental claims may also be particularly helpful for companies' communication strategies regarding consumers' low-level negative perceptions of green options.

While previous studies state “environmental responsibility” as a key characteristic of general green consumption, the authors extend that to a green customization process and connect that with consumers' negative perceptions and ECT. In addition, the separate and joint moderating effects of consumers' negative perceptions and ECT were examined. Thus, these findings refine the existing understanding of the relationship between ER and green customization.

The purpose of this paper is to study the profit optimization of manufacturers who provide personalized products to customers, thus avoiding additional operational costs and response times in the production process of personalized product design.

First, the authors present an integrated model for optimizing profit where the design and production of personalized products are both considered. The authors propose the concept of personalization level and four cases of personalization level are considered including top, high, medium and low levels. Polynomial-time optimal rules are provided for each level by analyzing 17 subcases where all possible personalized products are considered. Then, the authors compare the obtained profit of personalized products with the optimal profit of standardized products.

At low and high levels of personalization, personalized manufacturing is more profitable for specific products with specific characteristics. At the top and middle level of individuation, assuming that the product has certain characteristics, whether the best choice to produce personalized products depends on the level of individuation chosen by customers.

An important decision issue for manufacturers is whether to produce personalized or standardized products. In this study, the authors consider this decision problem and analyze the operational functions of personalized products. The authors hope to provide theoretical support in the operational management of manufacturers offering personalized products.

This study aims to explore how inter-organizational systems (IOSs) drive tourism businesses to a new normal based on the resource-based view through the supply chain of tourism and information and computer technology used in IOSs.

Data were collected from the management of tourism businesses, and stratified sampling was used in the study. The authors selected 1,000 travel agencies as the study sample, mailed the research questionnaire to their managers and received 252 completed questionnaires. The authors analyzed the data using the partial least squares approach.

IOS is seen as a transformational service mechanism that provides a dynamic support weapon for members of the tourism supply chain. Tourism businesses should look for suppliers providing comprehensive services through IOS, excellent quality tourism products and customized tourism products to enhance the competitiveness of tourism businesses in the new normal.

This study provides an industrial marketing research perspective on tourism businesses facing the challenges of the new normal. For tourism businesses, technological innovation allows for changes in the strategies and procedures for their transformation and improves the business model of tourism businesses in the new normal.