Why Consumers Are Willing to Pay for Mass Customized Products: Dissociating Product and Experiential Value

Aurelie Merle, Jean-Louis Chandon and Elyette Roux
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Aurelie Merle: Department of Marketing, Grenoble Ecole de Management, France
Jean-Louis Chandon: Department of Marketing, Université Paul Cézanne Aix-Marseille, France
Elyette Roux: Department of Marketing, Université Paul Cézanne Aix-Marseille, France

Chapter 11 in Handbook of Research in Mass Customization and Personalization:(In 2 Volumes), 2009, pp 208-225 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe aim of this paper is twofold. First, we propose to conceptualize the perceived value of mass customization into two components: 1) mass-customized product value and 2) mass customization experience. Second, we test an integrative framework bringing together value components and willingness to pay for mass-customized products. As opposed to previous research, the findings show an indirect effect of mass customization experience on consumer willingness to pay. Furthermore, no direct effect is found.

Keywords: Mass Customization; Personalization; Engineer-to-Order; Open Innovation; User Co-Creation; Modularity; Platform Design; Customer Centricity (search for similar items in EconPapers)
Date: 2009
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