ABSTRACT

We investigate whether gender and different levels of customisation have a significant effect on consumers’ willingness to purchase mass customised running shoes. An online panel survey was utilised to collect data from 353 Australian adults who wear running shoes at least once a month. Three attributes – degree of customisation, price, and delivery time were utilised in the data analysis to explore willingness to pay for customised shoes. Informed by conjoint analysis and t-tests, the study makes a significant theoretical contribution by extending the understanding of inconveniences of mass customisation from the perspective of customers’ willingness across genders. It is found that for women, degree of customisation and delivery time are the most important attributes, while for men, price and degree of customisation are the more crucial attributes. Female customers are more willing to purchase the product than male customers. The study addresses the research gap that is how differently females and males who usually have different sensory perceptions respond to mass-customised products. Further, the study provides valuable strategic insights for both manufacturers and marketers to cater fragmented consumer markets through mass customisation by identifying subtle differences in customer readiness among their target group of customers.

摘要

我们调查性别和不同程度的定制是否对消费者购买量身定制的跑鞋的意愿产生重大影响。利用在线面板调查收集了353个澳大利亚成年人的数据，这些成年人每月至少穿一次跑鞋。在数据分析中使用了三个属性-定制程度，价格和交货时间，以探索购买定制鞋的意愿。在联合分析和t检验的指导下，这项研究通过从客户的性别意愿角度扩展了对大规模定制不便之处的理解，从而做出了重要的理论贡献。发现对于女性而言，定制程度和分娩时间是最重要的属性，而对于男性而言，价格和定制程度是更关键的属性。女性顾客比男性顾客更愿意购买产品。该研究解决了研究空白，即通常具有不同感官知觉的男女对大众定制产品的反应不同。此外，该研究为制造商和营销商提供了宝贵的战略见解，可通过识别目标客户群之间客户准备程度的细微差异，通过大规模定制来满足分散的消费者市场。