Publication: Consumer Confusion in Mass Customizatio...
Master data
| Title: | Consumer Confusion in Mass Customization |
| Subtitle: | |
| Abstract: | Companies are challenged to shift production and marketing strategies from focusing on market segments to making individually customized offers. Mass customization, however, leads to a tremendous extension of the configuration possibilities and in turn choice. As a consequence, customers can easily be overwhelmed with choice and information which can negatively effect decision behavior. In marketing literature, this phenomenon has been described as consumer confusion. It leads to coping strategies such as to abandon the purchase decision, postpone the purchase, seek additional information, delegate the decision, etc. In this paper, we investigate the impact of consumer confusion on buying behavior in the context of mass customisation. We report the results of an experiment (N=180), where subjects were confronted with a online-buying situation of a mass-customized product (laptop) using a configuration tool of the vendor. The impact of consumer confusion on five coping strategies (share/delegate the decision, seek additional information, narrow down the choice set/chose the standard model, abandon the purchase, and chose low-price offers) were tested using structural equation modelling (SEM). Kew words: Mass customisation, configuration tools, consumer confusion, reduction strategies. |
| Keywords: |
| Publication type: | Article in compilation (Authorship) |
| Publication date: | 2005 (Print) |
| Published by: |
Mass Customization Concepts - Tools - Realization
Mass Customization Concepts - Tools - Realization
(
Springer;
Th. Blecker, G. Friedrich
)
to publication |
| Title of the series: | - |
| Volume number: | - |
| First publication: | Yes |
| Page: | pp. 435 - 447 |
Versionen
| Keine Version vorhanden |
| Publication date: | 2005 |
| ISBN: | - |
| ISSN: | - |
| Homepage: | - |
Authors
|
M. Waiguny
No Data available
*
|
|
K. Matzler
No Data available
*
|
|
R. Faullant
No Data available
*
|
|
S. Bidmon
No Data available
*
|
|
M. Fladnitzer
No Data available
*
|
| Marliese Fladnitzer (internal) |
| Martin Waiguny (internal) |
| Sonja Bidmon (internal) |
| Rita Faullant (internal) |
| Kurt Matzler (internal) |
Assignment
| Organisation | Address | ||||
|---|---|---|---|---|---|
|
Universität Klagenfurt
Industriestiftungsinstitut eBusiness (biztec)
|
AT - 9020 Klagenfurt am Wörthersee |
||||
|
Fakultät für Wirtschafts- und Rechtswissenschaften
Institut für Unternehmensführung Abteilung für Marketing und Internationales Management
|
AT - 9020 Klagenfurt |
Categorisation
| Subject areas | |
| Research Cluster | No research Research Cluster selected |
| Peer reviewed |
|
| Publication focus |
Classification raster of the assigned organisational units:
|
| working groups | No working group selected |
Cooperations
No partner organisations selected
Research activities
All related research activities to this publication are shown here. With the link below, you can view them in the search view where you are also able to export them.
Show related search activities in search
| Projects: |
|
| Publications: | No related publications |
| Events: | No related events |
| Lectures: | No related lectures |
Articles of the publication
No related publications