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 past 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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doi.org/10.2753/JEC1086-4415130302, hdl.handle.net/1765/16426
ERIM Top-Core Articles
International Journal of Electronic Commerce
Erasmus Research Institute of Management

Dellaert, B., & Dabholkar, P. (2009). Increasing the attractiveness of mass customization: The role of complementary on-line services and range of options. International Journal of Electronic Commerce, 13(3), 43–70. doi:10.2753/JEC1086-4415130302