دانلود رایگان مقاله اثر سفارش سازی الکترونیک ارزش مصرف کننده رضایت وفاداری مارک لوکس

abstract

As mass customization programs are becoming ever more common among luxury brands, this study seeks to identify the dimensions of consumers' perceived value gained and to examine the relationships between consumer value and satisfaction and between satisfaction and loyalty in an online context. Three hundred and three female online shoppers in South Korea participated in a web-based survey. The findings revealed that hedonic, utilitarian, creative achievement, and social value influenced satisfaction with the customization, which in turn influenced brand loyalty. The relationships between consumer value and satisfaction differed depending on the consumer's past loyalty and need for uniqueness. These results have practical implications for developing effective customization programs for luxury brands in the online retail industry.

5. Discussion and conclusions

The main purpose of mass customization is to provide greater value to consumers (Schreier, 2006). The current study uses Merle et al.'s (2010) typology of consumer value, along with social value, to examine the determinants of satisfaction for the mass customization of a luxury product. The findings suggest that consumer satisfaction is positively influenced by hedonic, utilitarian, creative achievement, and social value. Consumers who perceive hedonic, utilitarian, creative achievement, and social value are satisfied with the customized product of the luxury brand.