Culture, product type, and price influences on consumer purchase intention to buy personalized products online

Abstract

With personalization, consumers can choose from various product attributes and a customized product is assembled based on their preferences. Marketers often offer personalization on websites. This paper investigates consumer purchase intentions toward personalized products in an online selling situation.The research builds and tests three hypotheses: (1) intention to purchase personalized products will be affected by individualism, uncertainty avoidance, power distance, and masculinity dimensions of a national culture; (2) consumers will be more likely to buy personalized search products than experience products; and (3) intention to buy a personalized product will not be influenced by price premiums up to some level. Results indicate that individualism is the only culture dimension to have a significant effect on purchase intention. Product type and individualism by price interaction also have a significant effect, whereas price does not. Major findings and implications are discussed.

Shiny happy people buying: the role of emotions on personalized e-shopping

“…Zhang et al (2012) have posited that individualism and, by extension, personalization have a significant influence on purchase intention. In addition, Moon et al (2008) have tried to explain customers' online purchase intentions for personalized products. Their findings suggest that individualism is a major factor when it comes to personalized products and customers' intention to buy them.…”

Study on Community-based Peripheral Attribute Attractiveness and Product Attractiveness Advantage: Bridging Product Innovation and Consumer Purchase Intention

“…This paper started from the research gap relating to the effect of product innovation to consumer purchase intention, in which there are studies found a significant effect of product innovation on consumer purchase intention, while other studies found no significant effect of product innovation on consumer purchase intention. The results of this study found that product innovation has significant positive effect on consumer purchase intention, in which it provided strong supports for Tung (2012) [44], Hung et al (2011) [21] and Moon et al (2008) [27] that product innovation is reflected in product differentiation and adding attributes of the product is important information for consumer in purchase process.It was found that the community-based peripherals attribute attractiveness has a positive and significant effect to consumer purchase intention, which is gave strong supports to concepts developed by Eckman and Wagner (1994) [10], Sashi and Stern (1995) [37], Huber, Hermann, and Morgan (2001) [20], and Pan, Kuo, Pan, and Tu (2012) [31]on the role of product characteristics are reflected in the product attributes as a result of the introduction and clear differentiation between the company's product and competitor's product so it is easy for the consumer purchase decision.The results also indicated that the advantage of the product attributes gave positive and significant effect to consumer purchase intention, so it gave strong support to the results of research conducted by Rogers (1983) [35], Holak and Lehmann (1990) [19], Xu (2009 ) [45] and Chen (2010) [5] who found the positive effect of attractiveness of product advantage, functional attractiveness, symbolic…”

“…In order to gain a sustainable competitive advantage, the company must offer products that suit the needs and wants of the target customer and sell to the market more quickly and efficiently than other competitor (Hanzaee&Adibifard, 2012) [17].Based on consumer perception approach, it is widely accepted that the knowledge of innovative products is a key to the behavior of the determinant of consume purchase intention, however, there are still difference results of previous research on the relationship between product innovation and purchase intention. Moon, Chadee, and Tikoo (2008) [27], Hung et al (2011) [21], and Leerapong, Mardjo, and Songkla (2013) [26] found positive effects of product innovation to purchase intention. Meanwhile, Tang, Luo, and Xiao (2011) [42] and Pirayesh, Mansori, and Ismail (2013) [33]found that product innovation does not significantly influence the purchase intention.…”

Online Retailing: Purchasing Behaviour of Croatian Consumers

“…Nevertheless, perceived value has a positive effect on purchase intention (Wang et al, 2013). Research results also indicate that individualism is the only culture dimension to have a significant effect on purchase intention (Moon et al, 2008). On the other hand, Hong and Cho (2011) highlight attitudinal loyalty as an important determinant of purchase intentions in B2C e-marketplaces.…”