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Culture, product type, and price influences on consumer purchase intention to buy personalized products online |
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| Authors: | Junyean Moon Doren Chadee Surinder Tikoo |
| Institution: | a Department of Business Administration, School of Economics and Business, Hanyang University, Ansan, South Korea b Department of International Business, School of Commerce and Business, University of Auckland, Auckland, New Zealand c School of Business, State University of New York at New Paltz, New Paltz, New York 12561, USA |
| 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. |
| Keywords: | Consumer purchase intention Personalized products Online marketers Price premiums |
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