TY - JOUR
T1 - Willingness to Pay for Customization
T2 - The Impact of Choice Variety and Specification Assistance
AU - Kuo, Pei Jou
AU - Cranage, David A.
PY - 2012/10
Y1 - 2012/10
N2 - Research in mass customization suggests that consumers are willing to pay more for customization, but limited studies to date have investigated product or process related factors that would affect consumers' willingness to pay for a customized product. In a foodservice context, we empirically tested the impact of choice variety and specification assistance on consumers' willingness to pay for the customized product. The study results indicate that consumers would pay more for the customized product if extensive choice variety was provided for each product component. However, specification assistance was not found to affect consumers' willingness to pay.
AB - Research in mass customization suggests that consumers are willing to pay more for customization, but limited studies to date have investigated product or process related factors that would affect consumers' willingness to pay for a customized product. In a foodservice context, we empirically tested the impact of choice variety and specification assistance on consumers' willingness to pay for the customized product. The study results indicate that consumers would pay more for the customized product if extensive choice variety was provided for each product component. However, specification assistance was not found to affect consumers' willingness to pay.
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U2 - 10.1080/15256480.2012.722508
DO - 10.1080/15256480.2012.722508
M3 - Article
AN - SCOPUS:84868283497
SN - 1525-6480
VL - 13
SP - 313
EP - 327
JO - International Journal of Hospitality and Tourism Administration
JF - International Journal of Hospitality and Tourism Administration
IS - 4
ER -