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Customization for Kids - Predictors of Acceptance for Children and Parents

Dominik Walcher

出版	SSRN, 2013
URL	http://books.google.com.hk/books?id=Uj0azwEACAAJ&hl=&source=gbs_api

註釋

A growing number of Mass Customization companies start to address the target group of children. Although children are the final users, the actual purchase is done by their parents. For that reason this study analyses by which factors the acceptance of mass customized products is influenced on the children's and on the parents' site. Conceptually the analysis is based on the theory of planned behavior which is adapted by actual findings from the Mass Customization and Open Innovation research.