Abstract
This paper investigates several issues surrounding online mass customisation via an analysis of consumer ‘willingness to pay for customisation’ and its strategic relationship with other marketing outcome variables (eg confidence in decision making, customer anticipated satisfaction and revisit intention). Contrary to expectations, it is found that consumers are not willing to pay more for the additional economic benefits they gain from customisation. In a customisation scenario, however, consumers more willing to pay for customisation per se would be more confident in their purchase choice, more likely to be satisfied with the chosen product/service/information and more likely to revisit the customisation provider. Therefore, the exploration into ‘willingness to pay for customisation’ leads to important managerial implications for marketers.
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Jiang, P. Exploring consumers' willingness to pay for online customisation and its marketing outcomes. J Target Meas Anal Mark 11, 168–183 (2002). https://doi.org/10.1057/palgrave.jt.5740075
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DOI: https://doi.org/10.1057/palgrave.jt.5740075