131 research outputs found
Users' social-interaction needs while shopping via online sales configurators
The growing adoption of social web technologies such as social software (SSW) in online configuration environments has enabled the possibility of supporting configurator users in interacting digitally with real people while they are shopping for customized products. Previous research has identified that online sales configurators (OSCs) are currently connected to SSW with different modalities to provide configurator users with a variety of options to digitally interact with real people. Enriching the configuration environment with social-interaction tools has engendered the phenomenon of social-product customization. Recent studies considered the social product-customization by investigating the impact that community feedback and social comparisons has on configurator user. However, the OSCs users' need to interact with different referents during their configuration process, and whether the SSW-OSCs connections respond to this need are still unsearched. To address this gap, the present study explores (a) whether users experience the need to interact with different referents while shopping via OSCs and (b) which interaction modalities users are looking for. By considering 943 configuration experiences from 189 users of 378 OSCs for various consumer goods, the present study finds that the need for social interaction by OSC users is highly relevant. Moreover, OSC users perceive the need to interact with different referents during different stages of the configuration process, and, depending on the referent with whom they wish to interact, they are interested in different interaction modalities in terms of how and where those interactions take place. These findings imply that mass customizers may leverage their customers' need to interact with real people while shopping online via OSCs in order to better engage their actual and potential customers
Configuration challenges for the “Made in Italy” Agri-food Industry
The paper presents the results of an exploratory investigation on the approaches to e-commerce strategies by firms in the agrifood sector, with a focus on Italian small and medium- sized enterprises (SMEs). The article tries to assess the fit between online sales configurators (OSCs) that enable product customization and the habits of Italian online buyers. The study elaborates the empirical results of two data collection efforts: (i) the first effort is to collect data on the food configurators’ capabilities deployed by a sample of 105 active OSCs and (ii) the second effort is to collect data on the characteristics of the e-commerce websites from a sample of 522 Italian SMEs. Matching the results of the two analyses with existing literature on Italian customers' requirements while shopping for food online, the study provides insights on the opportunities offered by mass-customization delivered via OSCs to food SMEs, especially in terms of customer experience (CE) innovation
An introduction to personalization and mass customization
Mass customization as a state-of-the-art production paradigm aims to produce individualized, highly variant products and services with nearly mass production costs. A major side-effect for companies providing complex products and services is that customers quite often get confused by the high variety and do not make a purchase. Personalization technologies can help to alleviate the challenges of mass customization. These technologies support customers in specifying products and services that fit their wishes and needs in a fashion where decision and interaction efforts with sales support systems are significantly reduced. We provide a short overview of related research and the articles that are part of this special issue on Personalization and Mass Customization.Peer reviewe
STATE OF SHOPPING AND THE VALUE OF INFORMATION: INSIGHTS FROM THE CLICKSTREAM
A critical challenge for online retailers is to determine what types of product and price information are best suited to influence online conversion. While it has long been known that customers differ in their state of shopping, it is cumbersome to learn about such latent differences offline. The availability of clickstream data however helps us in identifying meaningful segments of sessions on the basis of customers’ online behaviors. We examine whether product and price information had different impacts on customers belonging to three states of shopping, and also assess the effect on outcomes within a session and across sessions. Our results question the practice of offering price promotions to all customers of a store, and highlight the value of product information in increasing loyalty for some customers. Depending on the retailer’s goal– short term conversion versus longer-term customer relationship–a different information provision strategy is likely to be optimal
Product-Service-Systems : What and why Developers can learn from Mass Customization
Despite their very similar objectives, delimitations or associations between the two business types of mass customization and providers of product-service-systems (PSS) cannot be found in literature. In the following article, both business types are compared with each other and mapped into a common businesstypological framework, the product-process-baseline-change matrix. Following that, the development of PSS is characterized especially with regard to the (re-)configurability of PSS over the life-cycle. Since product configuration is one of the key tools in the development and the customer co-design process in mass customization, its application to PSS is evaluated and present PSS-configuration approaches are discussed
User perspective on AM-enabled mass customisation toolkits
Mass Customisation (MC) toolkits are powerful user interfaces that enable customers to engage in the design of their own products. This research follows design research methodology (integrated with design process) to research the user perspective on AM-enabled MC toolkits. This research proposes and validates a design framework to guide designers and software developers in designing a user-centred AM-enabled MC toolkits, enabled using digital fabrication technologies such as Additive Manufacturing (AM). This framework includes pre-implementation assessment, and implementation stages.
An initial literature review revealed a lack of standard or universal norms for these user interfaces, and a lack of consistency in their design, in which web objects such as logo, product image, prices, etc. are not shared commonly among toolkits, nor occupy a frequent position. Furthermore, an optimum number of degree of freedom for MC toolkits is lacking from current design knowledge.
This research focuses on AM-enabled Mass Customisation toolkits as a means to enable customers design; its concentration is on users. A first quantitative study was conducted to compare and rank of a collection of features. More detailed user requirements regarding the content and layout of MC toolkits were revealed in a workshop. As a part of the second study, four different CAD systems (software programs and 3D-enabling libraries) were used to create MC toolkits. This provided an understanding of the pros and cons of each system, and demonstrated Three.js to be the best system amongst each one s feasibility and application. Based on previous findings, and as a part of the UX-design process, a prototype web-based MC toolkit was constructed, utilising the Three.js library. The prototype was used for a second study as a platform to investigate, the user interaction and usability of the toolkit, to validate the toolkit design as well as provide insights for its improvement.
Findings and reflections from all the studies were then visualised and communicated in an interactive design framework. A final study, conducted with professional users (N=4) assessed the usability and technicality of the framework tool and led to a number of suggested improvements.
The main contributions to knowledge are: 1- a table was produced to compare the features of four different system, by which Three.js was identified as the most suitable among them 2- most important and expected features for the content were obtained from the user rankings, most frequent location of features for the layout was identified based on the users, and user insights were reflected based on the evaluation of the prototype 3- the UI needs to be flexible in term of degrees of freedom, in another words, each customer (novice or professional) is able to adjust the number of options presented. 4- a framework was proposed through reviewing and adapting existing guidelines and findings from this research
If I customize it, I will keep it longer? Segmenting mass customization consumers through the sustainability lens
2021 Spring.Includes bibliographical references.Mass customization (MC) refers to the manufacture of customized products on a mass basis at prices similar to mass-produced (MP) goods (Davis, 1996). Mass customized apparel (MCA) products can better address consumer needs through the consumer-centric process (Yang, Kincade & Chen-Yu, 2015). Additionally, MCA has been heralded for its ability to reduce waste throughout the supply chain, most notably through the elimination of deadstock (e.g., Boër, Redaelli, Boër, & Gatti, 2018), and is suggested to offer the potential for more sustainable consumer behavior through an emotional bond formed with the customized product (Mugge, Schoormans, & Schifferstein, 2009) that may lead to increased product longevity. The purpose of this thesis was to explore the current MCA consumer market and investigate potential connections among MCA consumer segments regarding sustainability related variables. Specifically, this study utilized actual MCA consumers' purchase patterns (i.e. frequency of MCA purchase, amount of MCA purchase, and duration of MCA purchase behavior) to identify consumer segments and profile this emerging market to better understand their MCA-specific motivations for MCA purchase and satisfaction with the MCA product and customization experience as well as demographic variables (i.e., income, education, and body mass index (BMI)). Additionally, this study aimed to uncover to what extent they may display sustainability-related variables (i.e., emotional product attachment and environmental attitudes) and behaviors (i.e., sustainable apparel behaviors and general sustainable behavior). To address this purpose, an online consumer survey was distributed in Spring 2019, and 318 usable responses were analyzed using the segmentation framework. Two clusters were identified who differed mainly on the duration of their MCA purchase behaviors; new customizers (n = 243) had an average of 2 years of experience as MCA consumers, while experienced customizers (n =75) had on average 9 years of experience purchasing MCA. T-test comparison, multiple regression, and correlation analyses were conducted to explore the characteristics of the clusters. Findings showed a general trend among experienced customizers for stronger motivations and satisfaction, as well as increased environmental attitudes, and more sustainable apparel behaviors and general sustainable behaviors. Interestingly, regression analysis revealed participants' who were interested in making sustainable pre-purchase apparel decisions, such as purchasing apparel made of organic materials were likely to be less satisfied with the MCA products and experience. Both new and experienced customizers reported intentions of keeping MCA products longer than MP apparel, and a significant difference between clusters found experienced customizers intended to keep their MCA product a year longer than new customizers; suggesting MCA maybe a sustainable alternative for consumers. This thesis concludes with a discussion of theoretical and managerial implications as well as suggestions for future research for this promising topic
The Drivers of Customer Satisfaction in Interactions with Virtual Agents: Evidence from South Africa
The advent of the fourth industrial revolution has increased the application of artificial intelligence in various marketing related activities. Organisations are increasingly using artificial intelligence through virtual agents to aid and facilitate interactions with consumers. Clearly, virtual agents need to be capable of fulfilling customer needs. However, it raises the question of whether they should be cold and unfeeling or should imitate the most innate human qualities. This research therefore set out to examine what impact humanness, perceived agency, trust, and emotionality have on customer satisfaction in interactions with virtual agents, or, more specifically, AI chatbots. A quantitative research design was employed in the study. Data were collected by using a survey questionnaire and a total of 207 respondents were obtained. Data were analysed using IBM SPSS 28, where a linear regression was performed. The results indicate that humanness and perceived agency were significant predictors of customer satisfaction. On the other hand, emotionality and trust were not significant predictors. The results of this research have theoretical and practical implications for both practitioners and researchers
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