The purpose of this paper is to make contributions toward new knowledge and understanding of how marketers can provide effective online customization experiences for…
The purpose of this paper is to make contributions toward new knowledge and understanding of how marketers can provide effective online customization experiences for customers. The practicality of online mass customization has received much attention as consumers perceive more value from customized products than from their standardized counterparts. Little research has been done to understand consumers’ behavioral intentions in response to these value additions. This study incorporates product information framing in developing and empirically testing a model of the relationship between online customization and price sensitivity, endowment addition and expected likelihood of product return.
The relationship among the constructs specified in the model was tested using multiple group structural equation modeling analysis.
The findings indicate that consumers perceived knowledge gain via customization process influences the utilitarian value, which directly impacts levels of likelihood of product return and price sensitivity. The process value, on the hedonic side, influences more on the endowment addition. Endowment addition is found to mediate the relationship between the hedonic benefits and the two utilitarian outcome variables: price sensitivity and likelihood of product return.
Understanding the consequences of customization is particularly crucial for marketers. This research is the first to expand and further our knowledge of customization, particularly in relation to its outcomes of customers’ behavioral intentions.
Despite significant business spending in areas such as personalization tools and add-on options representing levels of product attributes, most marketers do not know the…
Despite significant business spending in areas such as personalization tools and add-on options representing levels of product attributes, most marketers do not know the amount of value that is directly attributable to their e-customization strategies. This study aims to offer an in-depth investigation of consumers' value perceptions of e-customization and their relationship with perceived sufficiency of information and cognitive cost. The context effects on value perception in e-customization are studied together with antecedent constructs.
The research consists of a 2×2 between-subjects factorial design. The full model is tested using multiple-group structural equation modeling analysis to verify the significance of the inter-relationships between constructs, as well as the main and the interaction effects of two experimental factors (product information framing and product type).
The experimental results showed that perceived e-customization value does not simply stem from the ability to “narrow-cast” content more specifically related to a shopper's interests (i.e. anticipated fulfillment value). Rather, this value also stems from the dynamic flexibility of the information system and its ability to entertain and educate during the information dissemination process (i.e. process value and knowledge value). Furthermore, when the customization framing features are better matched with product type characteristics, e-customization seemed to increase value in ways that are difficult to achieve in conventional shopping environments.
By testing the proposed structural model simultaneously with two experimental factors of product type and information framing, this work is the first to address the question of context effects on value creation in an area of increasing substantive importance.
It is the intent of this article to show that the elderly, an important but neglected market segment, could be a viable segment for many businesses by the criteria of accessibility, responsiveness, identifiability, and size. This market itself comprises several segments, and these segments are identified. Finally, the article focuses on actions marketers can take in the component areas of marketing mix—product, price, promotion, place, and packaging—to meet the neglected needs of this consumer group. The paper emphasizes actions that not only contribute to the welfare of senior citizens, but are likely to be profitable as well.
The growth in the number of marketing firms emphasising international perspectives in both their philosophy and scope of operations points to the need for additional…
The growth in the number of marketing firms emphasising international perspectives in both their philosophy and scope of operations points to the need for additional studies focused on marketing practices in other nations. A knowledge of the nature of the relationship between marketing structure, marketing practices, and the environment in which the marketing institution operates is essential. This article reports on a research study which assesses the relationship between the size of household appliance distributors in Nigeria, and the economic, technological, and socio‐cultural environment. It also examines how the existing relationship could explain the marketing practices.
For many years the senior citizen market has been eclipsed by the youth market. This has been especially true in the market for apparel. While manufacturers, such as Levi…
For many years the senior citizen market has been eclipsed by the youth market. This has been especially true in the market for apparel. While manufacturers, such as Levi Strauss, have offered fuller‐cut clothing and jeans for the mature consumer, a void still exists in the fashion clothing market for older Americans.