Mass customization through online shopping: a study on consumers’ preferences on online product customization

Download

index.pdf

Date

2015

Author

Akıner, Dilem

Metadata

Show full item record

Item Usage Stats

154
views

219
downloads

This study examines the consumers’ preferences concerning the representation of online mass customizable products and their attributes. A literature review is conducted in order to specify mass customization and its levels from different perspectives and identify the factors that affect consumers’ online shopping motivations. To obtain further information about online mass customization experience from consumers’ perspective, a study is conducted with 40 participants who actively shop online in order to examine ten different websites that offer online mass customization. The study revealed that there are six main factors that affect consumers’ preferences on online mass customization websites: accessibility and convenience, searching, visual layout, evaluation, mass customization toolkit and transaction. Consequently, suggestions for the representation of products and their attributes according to consumers’ preferences are presented to provide necessary input to the product designers and interface designers that develop websites and related online mass customization toolkits for online shopping and mass customization.

Subject Keywords

Consumers' preferences., Consumer profiling., Consumer behavior., Electronic commerce., Web sites, Web site development.

URI

http://etd.lib.metu.edu.tr/upload/12618890/index.pdf
https://hdl.handle.net/11511/24793

Collections

Graduate School of Natural and Applied Sciences, Thesis

Suggestions

OpenMETU
Core

Internet users' attitudes toward business-to-consumer online shopping: A survey Huseynov, Farid; Özkan Yıldırım, Sevgi (2016-06-01) Rapid growth of online shopping activities in recent years has required careful identifications of key factors influencing consumers' behaviors and attitudes toward online shopping. Identifying critical factors influencing online consumer behavior is very crucial for effective customer relationship management. It is very important that online sellers clearly understand critical factors influencing online customers' shopping intention and take necessary actions accordingly. If identified and managed properly...
Determination of factors that cause shopping hesitation Külter Demirgüneş, Banu (Orta Doğu Teknik Üniversitesi (Ankara, Turkey), 2018-4) This study aims to provide general understanding of different set of factors that cause hesitation in buying electronic products. The study proposes seven cosntructs that predict shopping hesitation. The research model offers that consumer traits of innovativeness, risk averseness, brand consciousness, price/value consciousness, confused by over choice and contextual factors as time pressure and negative past experience cause shopping hesitation. The study tries to answer if these seven factors pertain...
Empirical investigation on the determinants of organic food purchasing behavior Dinç Cavlak, Özge; Özdemir, Özlem; Department of Political Science and Public Administration (2019) The main motivation of this thesis is to reveal the determinants of organic food purchasing behavior of individuals by improving a psychological model and try to elicit individuals’ willingness to pay estimates for each attribute of organic foods in an experimental setting. In the first essay, we aim to reveal the determinants of organic food purchasing behavior within the Theory of Planned Behavior framework, and the basic model is extended by incorporating food safety concern, health consciousness, trust,...
Multi-channel retailing with product differentiation Uğur, Havva Gülçin; Karaer, Özgen; Department of Industrial Engineering (2015) In this study, we analyze a monopolist retailer’s product differentiation problem in a multi-channel environment. We investigate the type of conditions that would motivate retailer to open an outlet branch, to open an online channel, and to even potentially open an online channel for the outlet branch, and how these decisions interact with each other. We use quality and price as the primary drivers in the outlet business decision in a vertical differentiation model. In the outlet business decision, specific...
Consumer evaluation of luxury brand extensions: the role of personal orientation Gülsoy, Sezen; Yılmaz, Cengiz; Department of Business Administration (2016) This study aims to investigate brand extensions’ effects on consumer evaluation of the luxury brands using a theoretical foundation based on mostly brand equity and self-consciousness theories. It is targeted to reveal any differences on the consumer perceptions as a result of how a brand extension is introduced to the consumers. It is also intended to analyze the differences between the consumer evaluations on the basis of personal orientations. To assess the effect on the brand equity, brand equity theory...

Citation Formats

D. Akıner, “Mass customization through online shopping: a study on consumers’ preferences on online product customization,” M.S. - Master of Science, Middle East Technical University, 2015.