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<p>The studies presented in this paper examine the effects of different levels of online product customization on consumers’ product evaluations and purchase likelihood and sheds light on the different processes underlying these consumer reactions. Moreover, the paper analyzes whether consumer reactions to comparatively high levels of customization differ when additional standard options are available. Five survey-based studies, four with simulated customization and one with real customization, address these research questions. The results show that consumer reactions to a higher number of customizable product attributes are less positive when only a customization tool is available. However, if standard fallback options are available, customization of a comparatively high number of customizable attributes can generate positive product evaluations and a high purchase likelihood. Therefore, electronic commerce managers can be recommended to offer additional standard options if they implement a customization tool with a relatively high number of customizable product attributes.</p>

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Do consumers prefer lower or higher numbers of customizable product attributes in an e-commerce context?

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2025年7月31日

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  • Silke Bambauer-Sachse

摘要

The studies presented in this paper examine the effects of different levels of online product customization on consumers’ product evaluations and purchase likelihood and sheds light on the different processes underlying these consumer reactions. Moreover, the paper analyzes whether consumer reactions to comparatively high levels of customization differ when additional standard options are available. Five survey-based studies, four with simulated customization and one with real customization, address these research questions. The results show that consumer reactions to a higher number of customizable product attributes are less positive when only a customization tool is available. However, if standard fallback options are available, customization of a comparatively high number of customizable attributes can generate positive product evaluations and a high purchase likelihood. Therefore, electronic commerce managers can be recommended to offer additional standard options if they implement a customization tool with a relatively high number of customizable product attributes.