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The cultural influence on mass customization / Carolin Wabia.

Wabia, Carolin.
2020
TS183
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Title
The cultural influence on mass customization / Carolin Wabia.
Author
Wabia, Carolin.
ISBN
9783658310158 (electronic book)
3658310154 (electronic book)
3658310146
9783658310141
DOI
https://doi.org/10.1007/978-3-658-31
Publication Details
Wiesbaden : Springer Gabler, 2020.
Language
English
Description
1 online resource
Item Number
10.1007/978-3-658-31
Call Number
TS183
Dewey Decimal Classification
670.42/7
Summary
This thesis empirically proofs a cultural influence on mass customization - the personalization of mass products towards individual tastes - a topic of increasing importance in todays international markets. Based on quantitative research, the author observes differences in preferences among German and Chinese participants for varying product groups and mass customization stages. Contrasts in willingness-to-pay for mass-customized goods are explored and the investigated cultural influence is attributed to specific cultural dimensions.
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Includes bibliographical references.
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Print version: 9783658310141
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Theoretical Background on Mass Customization Research
Fundamentals of Culture Research
Cultural Influence on Consumer Behavior Under Mass Customization
Cultural-bound Interest in Mass Customization
survey
Cultural-Bound Actions in Mass Customization
experiment.

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