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

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  • Yoo, Jungmin
  • Park, Minjung

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.

Suggested Citation

  • Yoo, Jungmin & Park, Minjung, 2016. "The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5775-5784.
  • Handle: RePEc:eee:jbrese:v:69:y:2016:i:12:p:5775-5784
    DOI: 10.1016/j.jbusres.2016.04.174
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    References listed on IDEAS

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    7. Ko, Eunju & Phau, Ian & Aiello, Gaetano, 2016. "Luxury brand strategies and customer experiences: Contributions to theory and practice," Journal of Business Research, Elsevier, vol. 69(12), pages 5749-5752.
    8. Yumei Luo & Qiongwei Ye, 2019. "Understanding Consumers’ Loyalty to an Online Outshopping Platform: The Role of Social Capital and Perceived Value," Sustainability, MDPI, Open Access Journal, vol. 11(19), pages 1-18, September.
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    10. Ye Yan & Suraksha Gupta & Klaus Schoefer & Tana Licsandru, 2020. "A Review of E-mass Customization as a Branding Strategy," Corporate Reputation Review, Palgrave Macmillan, vol. 23(3), pages 215-223, August.
    11. Antonio Marín-García & Irene Gil-Saura & María Eugenia Ruiz-Molina & Gloria Berenguer-Contrí, 2021. "Sustainability, Store Equity, and Satisfaction: The Moderating Effect of Gender in Retailing," Sustainability, MDPI, Open Access Journal, vol. 13(2), pages 1-20, January.
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