Antecedents and consequences of satisfaction with a mass customized Internet apparel shopping site

Abstract

The interactive nature of the Internet is the key to building a relationship with customers. Interactivity is primarily suited for increasing consumers' satisfaction and retention with a business relationship. Mass customization web sites incorporate a high level of interactivity in the site design. This study was conducted due to the lack of research examining mass customization and satisfaction. The purposes of this study were: 1 ) to investigate consumer satisfaction with a mass customized Internet apparel shopping site varying in degrees of interactivity, 2) to test a consumer satisfaction model on a mass customized Internet apparel shopping site, 3) to find the relationship of beliefs about mass customized Internet shopping to antecedents and consequences of satisfaction, and 4) to examine the relationship of desire for unique consumer products to antecedents and consequences of satisfaction. The expectancy disconfirmation model of satisfaction was used as the framework to examine consumer satisfaction. Among the interactivity characteristics, the concept of choice was applied to develop Internet mass customization shopping sites. A mass customized children's apparel site was modified to have two levels of choice for selection of clothing design options. In treatment one, less interactive customization site, participants were able to customize only print options and size selection. In treatment two, more interactive customization site, respondents were able to choose print options, sleeves (long or short), collar (round or shirt), and pockets (with or without). Adults who had previously purchased children's clothing and shopped via the Internet for any product were participants for this study. Data from 208 respondents were used for the statistical analysis.