PREDICTORS OF PURCHASE INTENTION IN MASS CUSTOMIZATION

Abstract

Mass Customization (MC) is an advanced management tool in which product is designed and produced in close relationship and coordination with customer’s expectations and desires. Therefore, this study investigates the predictors of intention in Mass Customization: the mediating role of codesign, and the effect of awareness and knowledge. However, there is a little knowledge about Mass Customization and its effect on customer satisfaction through the co- design. The methodology used in this study was descriptive analytical method using survey. This study has focused on individuals associated with customized products. Non probability sampling has been taken from painting industry. To test hypothesis, study used multiple and hierarchal regression analysis. No. of questionnaires distributed was 270 with response rate 70%. In all instances, four variables were considered as predictors of intention. Intention is considered as a mediator between the predictors and the behavior which is co- design which is itself mediator between intention and customer test hypothesis, satisfaction. Two moderators were included to have influence on the relation between codesign and customer satisfaction (Knowledge& Awareness). Therefore, these findings suggest that consumers’ evaluations of mass customization are positively related to attitude and self- confidence and negatively related to the perceived usefulness and product aesthetics of the customized product. Furthermore, the evaluation is more positive when consumers have intention to co- design their product which increases the ability for self-expression increases and leads to customer satisfaction; this last construct being positively related to the public visibility of the mass customization outcome and the amount of customization. Finally, this study shows that as customization evaluations increase, so do behavioral intentions (e.g., codesign) toward the customized product.