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

Jungmin Yoo, Minjung Park

Research output: Contribution to journalArticlepeer-review

79 Scopus citations

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.

Original languageEnglish
Pages (from-to)5775-5784
Number of pages10
JournalJournal of Business Research
Volume69
Issue number12
DOIs
StatePublished - 1 Dec 2016

Keywords

  • Consumer behavior
  • Loyalty
  • Luxury brand
  • Mass customization
  • Online retailing
  • Perceived value

Fingerprint

Dive into the research topics of 'The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands'. Together they form a unique fingerprint.

Cite this