“…In addition, most previous mass customization research has been limited to college students (Anderson et al ., 1997; Pisut et al ., 1998; Wu et al ., 1998; Fiore et al ., 2001, 2004; Kamali and Loker, 2002; Lee et al ., 2002; Ulrich et al ., 2003; Choy and Loker, 2005; Lee and Chang, 2010). Research focusing beyond the college student group would provide valuable information toward understanding consumers' satisfaction with mass customization.…”