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

Moon, Junyean and 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. ISSN 0148-2963

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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.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: © 2007 Elsevier Inc. All rights reserved. Author version deposited in accordance with the copyright policy of the publisher.
Depositing User: Prof Doren Chadee
Faculty / Department / School: Historic - Faculty of Business - No Department
Date Deposited: 12 Apr 2009 23:06
Last Modified: 13 Nov 2013 01:10
Uncontrolled Keywords: consumer purchase intention; personalized products; online marketers; price premiums
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
16 Studies in Human Society > 1604 Human Geography > 160401 Economic Geography
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
Identification Number or DOI: doi: 10.1016/j.jbusres.206.05.012
URI: http://eprints.usq.edu.au/id/eprint/4798

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