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

In: Handbook of Research in Mass Customization and Personalization (In 2 Volumes)

Author

Listed:
  • 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)

Abstract

The 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.

Suggested Citation

  • Aurelie Merle & Jean-Louis Chandon & Elyette Roux, 2009. "Why Consumers Are Willing to Pay for Mass Customized Products: Dissociating Product and Experiential Value," World Scientific Book Chapters, in: Frank T Piller & Mitchell M Tseng (ed.), Handbook of Research in Mass Customization and Personalization (In 2 Volumes), chapter 11, pages 208-225, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789814280280_0011
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    Cited by:

    1. Bogdan Chiripuci & Maria-Floriana Popescu & Marius Constantin, 2022. "The European Consumers' Preferences for Organic Food in the Context of the European Green Deal," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(60), pages 361-361, April.

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