| Status | 已發表Published |
| Effects of Online Product Personalization on Price Sensitivity | |
Wang, Y.; Chen, X. Y.
| |
| 2013-06-01 | |
| Source Publication | 42nd EMAC Annual Conference Proceedings
 |
| Abstract | More and more evidences show that personalization plays an important role in both B-C and C-C models. The increasing flexibility of production system, modularity, and delayed differentiation shorten the product life time, lower the cost, and make it possible to do personalization in many product types. This paper examines the effect of personalization on consumer price sensitivity and preferences of products. Based on flow theory in environmental psychology, we find that, personalization can provide a higher perceived benefit by meeting consumer’s expectation and provides enjoyment of purchasing process. Consumers have been found to be less sensitive to price when higher perceived benefits are perceived. Though we have to make a trade-off between users cost and gain and take into consideration the price partition of personalization, online product personalization may serve as one of the long-term business models for e-business. |
| Keyword | Personalization Price Sensitivity Perceived Enjoyment |
| URL | View the original |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 16260 |
| Document Type | Conference paper |
| Collection | DEPARTMENT OF MANAGEMENT AND MARKETING |
| Recommended Citation GB/T 7714 | Wang, Y.,Chen, X. Y.. Effects of Online Product Personalization on Price Sensitivity[C], 2013. |
| APA | Wang, Y.., & Chen, X. Y. (2013). Effects of Online Product Personalization on Price Sensitivity. 42nd EMAC Annual Conference Proceedings. |
| Files in This Item: | There are no files associated with this item. | |||||
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