The Acceptance of Mass Customisation When Shopping Online in the US

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Scully, Caitlin
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MSc in Marketing
Dublin Business School
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The question to be explored in this particular dissertation is whether or not mass customisation is the future of online retail. The researcher looked at the acceptance of mass customisation in the US through literature review research, exploring concepts such as preference fit, consumer perceived value, theory of planned behaviour, theory of reasoned action, the long tail theory, social technologies and personalisation. Appropriate methodological choices are explored and implemented. The researcher explores the co-design experience and explores consumer behavioural intentions through survey. The results are then concluded that mass customisation is a successful marketing technique and that its popularity is growing. Consumers are willing to wait and spend more money on a product if it is customised specifically for them. In a generation that is seemingly digital and loves to share mass customisation will grow onto become a continuing trend in the online apparel market. Author keywords: Mass customisation (MC), online mass customisation (OMC) personalisation, co-design, preference fit, generation Y, online-apparel