A study of consumer behavior in online mass customization.
Tan, Li Peng.
Date of Issue2003
School of Mechanical and Aerospace Engineering
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.
DRNTU::Engineering::Industrial engineering::Human factors engineering
Nanyang Technological University