Title: Factors influencing product customisation

Authors: Janis J. Crow

Addresses: Department of Marketing, Kansas State University, 201 Calvin Hall, Manhattan, KS 66506-0506, USA

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.

Keywords: product customisation; electronic commerce; consumer behaviour; decision making; internet; e-commerce; remote shopping; simulation; online shopping; product features.

DOI: 10.1504/IJIMA.2005.007502

International Journal of Internet Marketing and Advertising, 2005 Vol.2 No.1/2, pp.20 - 37

Available online: 30 Jul 2005 *

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