The Cultural Influence on Mass Customization
This thesis empirically proofs a cultural influence on mass customization - the personalization of mass products towards individual tastes - a topic of increasing importance in today's international markets. Based on quantitative research, the author observes differences in preferences among German and Chinese participants for varying product groups and mass customization stages. Contrasts in willingness-to-pay for mass-customized goods are explored and the investigated cultural influence is attributed to specific cultural dimensions.
Cultural Influence on Consumer Behavior Under Mass Customization
Cultural-bound Interest in Mass Customization - survey
Cultural-Bound Actions in Mass Customization - experiment.
Theoretical Background on Mass Customization Research
Fundamentals of Culture ResearchCultural Influence on Consumer Behavior Under Mass Customization
Cultural-bound Interest in Mass Customization - survey
Cultural-Bound Actions in Mass Customization - experiment.
Wabia, Carolin
| ISBN | 978-3-658-31014-1 |
|---|---|
| Artikelnummer | 9783658310141 |
| Medientyp | Buch |
| Auflage | 1st ed. 2020 |
| Copyrightjahr | 2020 |
| Verlag | Springer, Berlin |
| Umfang | XVII, 218 Seiten |
| Abbildungen | XVII, 218 p. 1 illus. |
| Sprache | Englisch |
