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摘要

Customization in electronic retailing is the ability of a retailer to tailor products, services, and the transactional environment to the customer's needs and preferences. There is a growing trend toward incorporating customization in electronic retailing. However, with customer purchase behavior varying across product types, little systematic research exists on the applicability and effectiveness of customization approaches across product types. In the article titled "Customization Strategies in Electronic Retailing: Implications of Customer Purchase Behavior," Thirumalai and Sinha make three key contributions in this regard.
机译:电子零售中的定制是零售商根据客户的需求和喜好定制产品,服务和交易环境的能力。将定制纳入电子零售的趋势正在增长。但是,随着客户购买行为随产品类型的变化而变化,关于自定义方法在产品类型之间的适用性和有效性的系统研究很少。在标题为“电子零售中的自定义策略:客户购买行为的影响”的文章中,Thirumalai和Sinha在这方面做出了三个关键贡献。

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