| The purpose of this article is to provide a demonstration of how self-designed toolkits influence consumers¡¦ attachment for their self-designed products and to explore how the evaluation is influenced by the design-support level through the mediator (i.e. involvement).This article also investigates the influences of social comparison on shaping evaluation. One experiment was conducted using online mass customization toolkits. The authors demonstrate that the feeling of attachment that arises from being involved in the creation of self-designed products mediates consumers¡¦ valuation. Theoretical and managerial implications for companies to improve the co-creation process in mass customization through online design toolkits are provided. |
Updated 07/09/2013