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Online Shopping Preferences in Mass Customization: A Comparison Between 2008 and 2021

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Mass Customization and Customer Centricity

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Abstract

This is a comparative study about customers’ online shopping preferences when purchasing customizable products using online sales configurators. By comparing data about European customers from 2008 (n = 561) to 2021 (n = 743), it was possible to identify several unexpected developments in customers’ behavioral intentions and perceptions. Among others, the researchers investigated the effects of age, shipping time, and product category. The findings were then used to formulate recommendations for companies and startups offering mass customized products.

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Author information

Authors and Affiliations

  1. Faculty of Economics and Management, Free University of Bozen-Bolzano, Bolzano, Italy

    Paolo Coletti

  2. South Tyrol Business School, Bolzano, Italy

    Thomas Aichner

  3. College of Business, Alfaisal University, Riyadh, Kingdom of Saudi Arabia

    Abdel Monim Shaltoni

Authors
  1. Paolo Coletti
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  2. Thomas Aichner
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  3. Abdel Monim Shaltoni
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Corresponding author

Correspondence to Thomas Aichner .

Editor information

Editors and Affiliations

  1. South Tyrol Business School, Bolzano, Italy

    Thomas Aichner

  2. Operations and Technology ManagementIE Business School, IE University, Madrid, Spain

    Fabrizio Salvador

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Coletti, P., Aichner, T., Shaltoni, A.M. (2023). Online Shopping Preferences in Mass Customization: A Comparison Between 2008 and 2021. In: Aichner, T., Salvador, F. (eds) Mass Customization and Customer Centricity. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-09782-9_6

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