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When to Mass Customize: The Impact of Environmental Uncertainty

机译：何时进行大规模定制：环境不确定性的影响

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摘要

Previous research on mass customization (MC) has focused on what it is and how it is implemented. In this study we examine when MC is an appropriate strategy for firms to follow by scrutinizing the effects of three environmental uncertainty variables (demand uncertainty, competitive intensity, and supply chain complexity) on the MC-performance relationship. Specifically, we distinguish the direct effect of environmental uncertainty on MC ability and the moderation effect of environmental uncertainty on MC ability's impact on customer satisfaction. We examine six competing hypotheses using data collected from 266 manufacturing plants. Our results show that competitive intensity has a direct positive impact on MC ability. However, demand uncertainty moderates the relationship between MC ability and customer satisfaction, and the direct and positive relationship between MC ability and customer satisfaction holds only when customer demand is highly uncertain. Supply chain complexity neither has a direct relationship with MC, nor moderates the MC-performance relationship. Implications of these research findings are discussed and future research directions are identified.
机译：先前有关大规模定制（MC）的研究集中在它是什么以及如何实现上。在本研究中，我们通过考察三个环境不确定性变量（需求不确定性，竞争强度和供应链复杂性）对MC绩效关系的影响，检验了MC是何时适合公司采取的适当策略。具体来说，我们区分环境不确定性对MC能力的直接影响和环境不确定性对MC能力对客户满意度的影响的适度影响。我们使用从266个制造工厂收集的数据检验了六个竞争假设。我们的结果表明，竞争强度对MC能力具有直接的积极影响。但是，需求不确定性会缓和MC能力与客户满意度之间的关系，而MC能力与客户满意度之间的直接和正向关系只有在客户需求具有高度不确定性时才会成立。供应链的复杂性既不与MC有直接关系，也没有调节MC与绩效的关系。讨论了这些研究结果的含义，并确定了未来的研究方向。

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