Mass-customised products: are they bought for uniqueness or to overcome problems with standard products?

Michel, Stefan; Kreuzer, Michael; Kühn, Richard; Stringfellow, Anne; Schumann, Jan H.

doi:10.1362/147539209x480963

Cited by 15 publications

(6 citation statements)

References 52 publications

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“…Theory suggests that the consumers' general need for uniqueness (Tian et al 2001) or, more specifically, the consumers' desire for unique products (Lynn and Harris 1997) might impact the value toolkit users derive from the uniqueness of self-designed products (Fiore et al 2004;Michel et al 2006). Those consumers who specifically aim to differentiate themselves from others (i.e., who show a strong desire for unique products) should appreciate a truly unique product more (i.e., derive higher utility from the product) than consumers who aim for conformity (i.e., who show a low desire for unique products).…”

Section: Development Of Hypothesesmentioning

confidence: 99%

“…Fiore et al (2004) and Michel et al (2006) found that customers with a high general preference for unique products report significantly higher intentions to use MC systems. This suggests that the product uniqueness actually generated by an MC toolkit might contribute to the utility a consumer experiences.…”

mentioning

confidence: 99%

“…The core argument here is that the almost infinite variety of products offered by MC systems not only allows more effective adaptation to the customer's aesthetic and functional preferences, but also facilitates enhanced differentiation from other customers and their belongings by means of a truly unique product (Fiore et al 2004;Lynn and Harris 1997;Michel et al 2006;Simonson 2005).…”

mentioning

confidence: 99%

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Product uniqueness as a driver of customer utility in mass customization

2007

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Mass customization (MC) constitutes a promising strategy for companies which aim to provide products which are better adapted to individual customers' aesthetic and functional preferences. Drawing on commodity theory, we argue that the perceived uniqueness of a self-designed product is a second driver of utility in MC. We find that in addition to the significant effect of aesthetic and functional fit, the perceived uniqueness of a self-designed product (1) contributes independently to the utility a customer experiences, and (2) that this effect is moderated by the consumer's need for uniqueness. In product categories which can serve this counterconformity motive for consumers, this suggests that MC toolkits should be constructed with the objective of facilitating the creation of unique products as well as providing affirmative feedback that this uniqueness has been achieved.Keywords Mass customization . Self-design . Co-creation . Uniqueness . Willingness to payRecently, the concept of mass customization (MC) has seen increased attention in marketing (e.g., Dellaert and Stremersch 2005;Huffman and Kahn 1998;Liechty et al. 2001;Randall et al. 2007;Simonson 2005;von Hippel 2001). The core idea of MC is to provide a web-based user toolkit that allows the individual customer to design a product which suits her individual preferences and is then produced exclusively for her. Many companies-including Dell, General Mills, Nestlé and Nike-have set up MC systems. These systems have been advocated as a promising strategy in markets where customers have sound preference insights, where Market Lett

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Section: Development Of Hypothesesmentioning

confidence: 99%

mentioning

confidence: 99%

mentioning

confidence: 99%

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Product uniqueness as a driver of customer utility in mass customization

2007

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“…The uniqueness of the product is the result of consumers who need uniqueness. A consumer's general need for uniqueness (Tian et al 2001) or, more specifically, a consumer's desire for a unique product (Lynn and Harris 1997) may have an impact on the value users derive from the uniqueness of a self-designed product (Fiore et al 2004;Michel et al 2006). Franke and Schreier (2008) explain that consumers who specifically aim to differentiate themselves from others (i.e., who show a strong desire for unique products) should value products that are truly unique (i.e., gain greater utility).…”

Section: The Effect Of Product Uniqueness On Consumer Satisfactionmentioning

confidence: 99%

The Influence of Product Uniqueness on Consumer Satisfaction and Repurchase Intention on Written Batik Consumers in Indonesia

2022

JEFMS

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Batik is one of the identities for the people of Indonesia. This study examines the effect of the uniqueness of written batik on satisfaction and repurchase intention. The survey was conducted on 200 batik users in Indonesia through an online questionnaire. The analytical tool used is WarpPLS. The results showed that the uniqueness of written batik had a significant effect on satisfaction. The uniqueness of written batik had a significant effect on repurchase intention, and satisfaction had a significant effect on repurchase intention. These results provide recommendations for batik producers to preserve the uniqueness of written batik so that the product image will increase so that consumers are more satisfied and have high repurchase intention.

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“…In the present study, the desire for unique products is proposed at the situational level, since it can vary according to the situation or product itself (Michel et al, 2009) and the following hypothesis is proposed: H1. Desire for unique products has a positive direct effect on intention to purchase online mass-customised apparel products.…”

Section: Situational Traitsmentioning

confidence: 99%

Online consumer behaviour of mass-customised apparel products

Ribeiro

Duarte

Miguel

2017

JFMM

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Purpose The purpose of this paper is to apply Mowen’s (2000) meta-theoretical model of motivation and personality (3M) and its hierarchy of traits to deeper understand consumer behaviour towards online purchase of mass-customised apparel products. Design/methodology/approach For the current study, the meta-theoretical model of motivation and personality (3M) and its hierarchy of traits proposed by Mowen (2000) were adapted to use in the context of online purchase of mass-customised apparel products. Appropriate and significant constructs and relationships were identified in the four levels of the hierarchy of needs, specifically: one trait in the first level (surface traits), five specific traits in the second level (situational traits), three broader traits in the third level (compound traits), and finally, eight traits in the fourth level (elemental traits). Findings This research allowed the identification of pertinent personality traits in the context of online purchase of mass-customised apparel products and the comprehension of the relationships among these constructs using a hierarchical framework. Originality/value The originality and value of the current approach is the use of a hierarchical structure of traits to understand the relationship among personality traits in the mass-customisation field, which, to the best of the authors’ knowledge, no study has proposed. Theoretical and methodological contributions to the field derive from the current proposal.

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Mass-customised products: are they bought for uniqueness or to overcome problems with standard products?

Cited by 15 publications

References 52 publications

Product uniqueness as a driver of customer utility in mass customization

Product uniqueness as a driver of customer utility in mass customization

The Influence of Product Uniqueness on Consumer Satisfaction and Repurchase Intention on Written Batik Consumers in Indonesia

Online consumer behaviour of mass-customised apparel products

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