Culture, Product Type and Price as Correlates of Consumer Purchase Intention to Buy Mass Customized Products Online

• 영문명: Culture, Product Type and Price as Correlates of Consumer Purchase Intention to Buy Mass Customized Products Online
• 발행기관: 한국마케팅과학회
• 저자명: Junyean Moon
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2005 추계학술대회 발표 논문집, 29~50쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.11.30

영문 초록

  Do culture, product type and price have an impact on consumer intention to buy mass customized products online? The initial hypotheses are that consumers" intentions to purchase mass customized products will be affected by individualism. uncertainty avoidance, power distance, and masculinity dimensions of a national culture. Also, it is hypothesized that consumers are more likely to buy mass customized search products than experience products, and their purchase Intentions for a mass customized product will not be influenced by price premium up to some level.
  Results indicate that Individualism has a Significant effect on the purchase Intention for mass customized products. As expected product type has a significant effect and price premium does not have a significant effect on the purchase intention for mass customized products. Also, Individualism by price interaction has a Significant effect. Major findings and implications are discussed.

목차

〈Abstract〉
Introduction
CONCEPTUAL BACKGROUND AND HYPOTHESES
RESEARCH METHODS
RESULTS
DISCUSSION AND CONCLUSION
Appendix 1: A Sample Experimental Manipulation
References