Journal
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE
Volume 13, Issue 3, Pages 43-70Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.2753/JEC1086-4415130302
Keywords
Mass customization; on-line services; perceived complexity; perceived control; perceived enjoyment; on-line interaction; on-line visualization
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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 post 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.
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