Culture, product type, and price influences on consumer purchase intention to buy personalized products online

Article

Moon, Junyean, Chadee, Doren and Tikoo, Surinder. 2008. "Culture, product type, and price influences on consumer purchase intention to buy personalized products online." Journal of Business Research. 61 (1), pp. 31-39. https://doi.org/10.1016/j.jbusres.206.05.012
Article Title

Culture, product type, and price influences on consumer purchase intention to buy personalized products online

ERA Journal ID36355
Article CategoryArticle
AuthorsMoon, Junyean (Author), Chadee, Doren (Author) and Tikoo, Surinder (Author)
Journal TitleJournal of Business Research
Journal Citation61 (1), pp. 31-39
Number of Pages9
Year2008
PublisherElsevier
Place of PublicationNew York, NY. United States
ISSN0148-2963
1873-7978
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.206.05.012
Web Address (URL)http://www.sciencedirect.com/science/article/B6V7S-4NYSH9C-2/2/5745cb85fbdb836cad6033c28dd26dce
Abstract

With personalization, consumers can choose from various product attributes and a customized product is assembled based on their preferences. Marketers often offer personalization on websites. This paper investigates consumer purchase intentions toward personalized products in an online selling situation.
The research builds and tests three hypotheses: (1) intention to purchase personalized products will be affected by individualism, uncertainty avoidance, power distance, and masculinity dimensions of a national culture; (2) consumers will be more likely to buy personalized search products than experience products; and (3) intention to buy a personalized product will not be influenced by price premiums up to some level. Results indicate that individualism is the only culture dimension to have a significant effect on purchase intention. Product type and individualism by price interaction also have a significant effect, whereas price does not. Major findings and implications are discussed.

Keywordsconsumer purchase intention; personalized products; online marketers; price premiums
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
440603. Economic geography
350605. Marketing management (incl. strategy and customer relations)
Public Notes

© 2007 Elsevier Inc. All rights reserved. Author version deposited in accordance with the copyright policy of the publisher.

Byline AffiliationsHanyang University, Korea
University of Auckland, New Zealand
State University of New York, United States
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