2019 Fiscal Year Final Research Report
Consumers' perceived complexity during mass customization configuration
Project/Area Number |
19K20905
|
Project/Area Number (Other) |
18H05708 (2018)
|
Research Category |
Grant-in-Aid for Research Activity Start-up
|
Allocation Type | Multi-year Fund (2019) Single-year Grants (2018) |
Review Section |
0107:Economics, business administration, and related fields
|
Research Institution | Hokuriku University |
Principal Investigator |
|
Project Period (FY) |
2018-08-24 – 2020-03-31
|
Keywords | 消費者行動 / 製品のカスタマイズ / 複雑性 / カスタマイズ可能な範囲 / トレードオフ |
Outline of Final Research Achievements |
This study investigates consumers' perceived complexity during a mass customization configuration. Specifically, this study clarifies the antecedents of complexity. First, we used questionnaire survey data to identify the characteristics of consumers who use customization services. Then, we collected data from consumers who engage in laptop customization using experimental methods. The collected data were analyzed to verify the hypotheses regarding the antecedents of complexity ("extent of customization" and " explicit trade-offs"). The results of this study were reported at the conference.
|
Free Research Field |
マーケティング
|
Academic Significance and Societal Importance of the Research Achievements |
本研究は,多くの市場 (コンピュータ,ランニング・シューズ,保険,食品など) で,企業が提供するカスタマイズ・サービスのデザインに由来する複雑性について示唆を与える。具体的には,消費者が認識する複雑性の視点から,提供するカスタマイズ可能な範囲,品切れや製品仕様による選べない選択肢の効果を検討した。あわせて,カスタマイズ・サービスを利用する消費者の特徴について,価格に対する認識の視点から検討を行った。
|