Percorrer por autor "Veloso, Ana Pessegueiro"
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- The role of extrinsic and intrinsic perceived benefits on customer’s purchase intention for mass-customized products : the mediation effect of customer’s need for uniquenessPublication . Veloso, Ana Pessegueiro; Romeiro, Paulo Alexandre Mendes RamosConsumers have more and more unique needs, leaving many displeased with standardized goods. In this sense, mass-customized products have become increasingly important to react to the growing individualization of demand and heterogeneity of customer preferences in many markets. The purpose of this study is to explore how perceived benefits (extrinsic and intrinsic) impact the purchase intention for mass-customized products, mediating the effect of customer’s need for uniqueness. For such, both the Theory of Uniqueness and the Self-Attributed Need for Uniqueness were used to approach customer’s need for uniqueness. An online survey was conducted, exposing the participants to a shirt either in a standardized way or in a mass-customized way. In this sense, this study controls and enhances the role of customization, since the analysis performed for the mass-customized stimulus was also completed for the standardized one. Findings indicate that both extrinsic and intrinsic benefits increase the purchase intention for mass-customized products, but oppositely to the standardized products, the intrinsic benefit has a higher effect on purchase intention. More, only the intrinsic benefit influences customer’s need for uniqueness. On the other hand, customer’s need for uniqueness does not have a significant influence on purchase intention for mass-customized products. Overall, the impact of overall perceived benefits on purchase intention for mass-customized options is not mediated by the customer’s need for uniqueness.