Consumer Purchase Intention to Buy Mass Customized Products Online: Effects of Culture, Product Type and Price

Do culture, product type and price have an impact on consumer intention to buy mass customized products online? The initial hypotheses are that consumers’ intentions to purchase mass customized products will be affected by individualism, uncertainty avoidance, power distance, and masculinity dimensions of a national culture. Also, it is hypothesized that consumers are more likely to buy mass customized search products than experience products, and their purchase intentions for a mass customized product will not be influenced by price premium up to some level. Results indicate that individualism has a significant effect on the purchase intention for mass customized products. As expected product type has a significant effect and price premium does not have a significant effect on the purchase intention for mass customized products. Also, individualism by price interaction has a significant effect. Major findings and implications are discussed.