Factors influencing product customisation
by Janis J. Crow
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 2, No. 1/2, 2005

Abstract: Advances in technologies are increasingly changing how consumers and firms interact. A growing type of interaction is product customisation. This paper examines factors influencing customisation. Factors investigated were the number of attributes, the presence of default values, and participants' experience with the product, the internet, and the remote shopping experiences via the internet and mail order catalogues. Also investigated were differences between gender and the amount of education of the consumer. A web-based program created specifically for this investigation empirically investigates factors simulating an experience customising products. The results identify factors influencing the customisation process. Discussed are implications and future directions for managers and researchers.

Online publication date: Sat, 30-Jul-2005

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