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

Download
2015
Akıner, Dilem
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.
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.