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International Conference on Engineering and Business Management (EBM 2010 PAPERBACK)

Chengdu,China,China,3.24-3.26,2010

ISBN: 978-1-935068-05-1 Scientific Research Publishing, USA

Paperback 6066pp Pub. Date: March 2010

Category: Engineering

Price: $280

Title: Would You Buy Customized Product? ----The Impact of Customization Task and Trust on Consumers's Buying Intention
Source: International Conference on Engineering and Business Management (EBM 2010 PAPERBACK) (pp 2382-2385)
Author(s): hao He, Marketing Dept., Economics and Management School, Wuhan University, Wuhan, China
tao Wang, Marketing Dept., Economics and Management School, Wuhan University, Wuhan, China
Abstract: Abstract: Customization is a hot topic in marketing research; however, there are few papers that have systematically put effort on this topic from consumers’ perspective. Our research asserts that, participating in the customizing process will influence consumers’ buying attention of customized products. We find that the impact of customization task on buying intention varied，those who took part in the peripheral module task exhibit a higher buying intention. Meanwhile, whether people trust the product provider would also moderate the relationship between customization tasks and buying intention.
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