Abstract
Online mass customization is one of the topics, which has been extremely popular since the turn of the twenty-first century due to the rise of electronic commerce and consumer confidence in co-designing products. Consequently, multiple researchers have focused their attention on the topic of mass customization in a bid to understand antecedents and precedents of consumer behavior, given that consumers are the critics and creators of the products they customize. Based on the consumption value (Sheth et al. 1991) and integrated framework of SOR by Fiore and Kim (2007), researchers examined possible perceptual discrepancies between mass-customized product (MCP) purchasers and non-purchasers. The aim was to understand the personal traits and value perception between purchasers and non-purchasers regarding MCP to better strategize the business directions for the MCP industry, particularly the MCP fashion industry.
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