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The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands

机译：大规模定制对消费者感知价值，满意度和对奢侈品牌的忠诚度的影响

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As mass customization programs are becoming ever more common among luxury brands, this study seeks to identify the dimensions of consumers' perceived value gained and to examine the relationships between consumer value and satisfaction and between satisfaction and loyalty in an online context. Three hundred and three female online shoppers in South Korea participated in a web-based survey. The findings revealed that hedonic, utilitarian, creative achievement, and social value influenced satisfaction with the customization, which in turn influenced brand loyalty. The relationships between consumer value and satisfaction differed depending on the consumer's past loyalty and need for uniqueness. These results have practical implications for developing effective customization programs for luxury brands in the online retail industry. (C) 2016 Elsevier Inc. All rights reserved.
机译：随着大规模定制计划在奢侈品牌中变得越来越普遍，该研究旨在确定消费者获得的感知价值的维度，并研究在线环境下消费者价值与满意度之间以及满意度与忠诚度之间的关系。韩国的303名女性在线购物者参加了基于网络的调查。调查结果表明，享乐主义，功利主义，创造成就和社会价值影响了对定制的满意度，进而影响了品牌忠诚度。消费者价值和满意度之间的关系因消费者过去的忠诚度和对独特性的需求而异。这些结果对于为在线零售行业的奢侈品牌开发有效的定制计划具有实际意义。 （C）2016 Elsevier Inc.保留所有权利。

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