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Implication Customization Strategies for Online Customized Product

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Building on the extant literature on customer purchase behavior, the author develops a classification scheme comprising three customization strategies: (1) transaction customization, (2) decision customization, and (3) product customization with three well-established product types: (1) specialty goods, (2) convenience goods and (3) shopping goods for its implications in different situations (with or without perceived online risks). This study provides evidence that Chinese customer value for three customization strategies across three product types are significant differences. Implications of the research are suggested for academics and practitioners.
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Document Type: Research Article

Publication date: September 1, 2013

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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