Customers’ online shopping preferences in mass customization

Aichner, Thomas; Coletti, Paolo

doi:10.1057/dddmp.2013.34

Cited by 31 publications

(20 citation statements)

References 24 publications

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“…This capability is detected in 76% of the analyzed food configurators that are able to guide users towards items that are more relevant for him/her, which enables time savings during shopping via OSCs. Personalized recommendation improves CE [44], and the implementation of FocN in food configurators could satisfy customers' demand for saving time while shopping online [45]. One way to achieve this goal is, for instance, to present at the beginning of the configuration process ingredients and/or a combination of them that are more relevant to users.…”

Section: Discussionmentioning

confidence: 99%

“…This capability is detected in 38% of food configurators that inform users about the value of each selected choice and the corresponding costs, including the delivery costs. This information is extremely relevant [45] and can enhance trust, which is an important factor in online purchasing [46]. The implementation of BCC in food configurators addressed to Italian users could satisfy their demand for information and strengthen their confidence to proceed with a purchase [6].…”

Section: Discussionmentioning

confidence: 99%

See 1 more Smart Citation

Configuration challenges for the “Made in Italy” Agrifood industry

Grosso¹,

Checchinato²,

Finotto³

et al. 2021

Int J Ind Eng Manag

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The paper presents the results of an exploratory investigation on the approaches to e-commerce strategies by firms in the agrifood sector, with a focus on Italian small and medium-sized enterprises (SMEs). The article tries to assess the fit between online sales configurators (OSCs) that enable product customization and the habits of Italian online buyers. The study elaborates the empirical results of two data collection efforts: (i) the first effort is to collect data on the food configurators' capabilities deployed by a sample of 105 active OSCs and (ii) the second effort is to collect data on the characteristics of the e-commerce websites from a sample of 522 Italian SMEs. Matching the results of the two analyses with existing literature on Italian customers' requirements while shopping for food online, the study provides insights on the opportunities offered by mass-customization delivered via OSCs to food SMEs, especially in terms of customer experience (CE) innovation.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Configuration challenges for the “Made in Italy” Agrifood industry

Grosso¹,

Checchinato²,

Finotto³

et al. 2021

Int J Ind Eng Manag

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“…Second, sneakers are a type of shoe that has experienced an exponential increase in product variety over time (Aichner and Coletti, 2013). Thus, it is not by chance that sneakers have been selected for other quantitative studies on B2C MC (e.g.…”

Section: Product Selectionmentioning

confidence: 99%

Competing through manufacturing: countering a product's liability of foreignness through mass customization

Trentin

Aichner

Sandrin

et al. 2020

IJOPM

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PurposeThe operational capability of mass customization (MC) allows consumers to obtain products tailored to their idiosyncratic needs. This study aims to provide insights into the potential of this capability for countering a product's liability of foreignness – the negative effect of the out-group status of a product's country of origin (COO) on consumers' evaluations of the product.Design/methodology/approachBased on the social identity approach, it is hypothesized that this liability is reduced when a consumer product is mass-customized rather than standardized as per a mass-production strategy. This hypothesis is tested using a mixed between- and within-subject experiment.FindingsWhen evaluating mass-produced sneakers, native German-speaking (Italian-speaking) South Tyrolean consumers rated the quality of Italian (German) sneakers significantly lower than that of German (Italian) sneakers. However, when the sneakers were mass-customized, this difference in perceived product quality was non-significant for both groups of consumers, supporting the research hypothesis.Research limitations/implicationsFuture research could replicate this study in other samples, with other product types, COOs and countries of destination, as well as at different degrees of product customization.Practical implicationsBusiness-to-consumer firms contemplating the development of their MC capability are made aware that the benefits of this operational capability might go beyond the typical advantages highlighted by the existing literature.Originality/valueThis paper joins the discussion on MC value by offering a theoretical explanation and empirical support for another mechanism through which the operational capability of MC can create value, at least in business-to-consumer industries: by countering a product's possible liability of foreignness and thus increasing perceived product quality in export markets.

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“…We selected sneakers as they represent a typical and widely studied MC product that is usually customizable through an online sales-configurator [51,52]. Specifically, we used adidas' "MI I-5923" model, which could be customized on adidas' website www.adidas.com/us/customize 1 for a price of $150.…”

Section: Stimulusmentioning

confidence: 99%

The Impact of Perceived Advertising Creativity on Behavioural Intentions and Quality Perceptions in Mass Customization

Aichner¹,

Shaltoni²

2019

Int J Ind Eng Manag

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This is the first article to study the influence of perceived advertising creativity on behavioural intentions and perceived product quality in mass customization. Through an online survey, 300 Saudi participants evaluated one of three fictitious miadidas sneakers advertisements, which were manipulated through the use of different product configurations. These product configurations had different levels of perceived creativity, which consequently influenced the perceived advertising creativity of the overall advertisement. The results show that perceived advertising creativity is an excellent predictor for behavioural intentions such as the customer's willingness to visit the advertiser's website and to try out customizing the product using a web-based sales-configurator. The more creative the advertisement is perceived by the customer, the higher is his or her behavioural intention. In contrast, the correlation between perceived advertising creativity and perceived product quality is weak and negative.

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Customers’ online shopping preferences in mass customization

Cited by 31 publications

References 24 publications

Configuration challenges for the “Made in Italy” Agrifood industry

Configuration challenges for the “Made in Italy” Agrifood industry

Competing through manufacturing: countering a product's liability of foreignness through mass customization

The Impact of Perceived Advertising Creativity on Behavioural Intentions and Quality Perceptions in Mass Customization

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