Mass Customization: On-line Consumer Involvement in Product Design

Using a channel theory framework, this experimental study investigated the on-line involvement of consumers in product design, a mass customization approach. Three treatments varying the level of participants' design involvement in the design of a T-shirt were developed to simulate a Web-based retail environment. Results established an overall interest in design involvement, some support for higher levels of design involvement in shopping for apparel, and higher satisfaction with a Web site's navigation and usability as involvement increased. The study demonstrated that the Internet provides an acceptable interactive platform and distribution channel for consumer design involvement and should be considered by e-tailers. Additional research directions are recommended.