A study of consumer behavior in online mass customization
This report focuses on consumer decision making in mass customization. It presents a study of the effects of two factors: a decision aid in the form of a rating agent, and the basis of customization, on the quality of choices made by consumers in an online mass customization shopping environment.
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| Format: | Thesis |
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2008
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| Online Access: | http://hdl.handle.net/10356/6481 |