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Keywords: Mass customization
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Journal Articles
Consumers’ preference fit and ability to express preferences in the use of online mass customization
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Journal of Research in Interactive Marketing (2014) 8 (2): 124–143.
Published: 03 June 2014
...Heekang Moon; Hyun-Hwa Lee Purpose – The purpose of this study is to investigate consumers’ intention to use mass customization by incorporating preference fit and their ability to express preferences into the theory of planned behaviour and to examine how consumers perceive behavioural control...
