The developing direct relationship between a manufacturer and consumers: Four group cases Available to Purchase

To investigate consumers' characteristics during internet shopping for customized products in order to reduce the distance between a manufacturer and consumers.

Qualitative methods were conducted with longitudinal interviewing with 20 participants. For the shopping experiment, a web site was used by participants to order two pair of customized shoes based on each participant's needs.

Four groups were identified during the shopping experiments. The result suggested that each group of participants had different priorities for a satisfying shopping experience in terms of customized products.

This paper identified the relationship between a manufacturer and consumers by ordering customized products through online.