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The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands

Title
The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands
Authors
Yoo J.Park M.
Ewha Authors
박민정
SCOPUS Author ID
박민정scopus
Issue Date
2016
Journal Title
Journal of Business Research
ISSN
0148-2963JCR Link
Citation
vol. 69, no. 12, pp. 5775 - 5784
Keywords
Consumer behaviorLoyaltyLuxury brandMass customizationOnline retailingPerceived value
Publisher
Elsevier Inc.
Indexed
SSCI; SCOPUS WOS scopus
Abstract
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 Elsevier Inc.
DOI
10.1016/j.jbusres.2016.04.174
Appears in Collections:
조형예술대학 > 의류학전공 > Journal papers
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