The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands
- 주제(키워드) Consumer behavior , Loyalty , Luxury brand , Mass customization , Online retailing , Perceived value
- 등재 SSCI, SCOPUS
- 발행기관 Elsevier Inc.
- 발행년도 2016
- 총서유형 Journal
- URI http://www.dcollection.net/handler/ewha/000000136280
- 본문언어 영어
- Published As http://dx.doi.org/10.1016/j.jbusres.2016.04.174
초록/요약
As mass customization programs are becoming ever more common among luxury brands, this study seeks to identify the dimensions of consumers' perceived value gained and to examine the relationships between consumer value and satisfaction and between satisfaction and loyalty in an online context. Three hundred and three female online shoppers in South Korea participated in a web-based survey. The findings revealed that hedonic, utilitarian, creative achievement, and social value influenced satisfaction with the customization, which in turn influenced brand loyalty. The relationships between consumer value and satisfaction differed depending on the consumer's past loyalty and need for uniqueness. These results have practical implications for developing effective customization programs for luxury brands in the online retail industry. © 2016.
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