Cross-National Differences in Uncertainty Avoidance Predict the Effectiveness of Mass Customization across East Asia: A Large-Scale Field Investigation

Item Type Journal paper
Abstract

Why does mass customization succeed in some East Asian markets but fail in others? Building on and extending prior work on uncertainty avoidance, this research suggests that providing mass customization in highly uncertainty-avoiding cultures can have negative consequences for consumers and companies, including longer configuration duration, lower conversion rates to actually purchase the customized product, and a reduced degree of sharing one’s product with other consumers. We provide support for those propositions based on two large-scale field studies involving more than 700,000 prospective car buyers in Japan and Taiwan (scoring high on uncertainty avoidance) versus China and Singapore (scoring low on uncertainty avoidance). Our findings on actual customers suggest that neglecting cross-national differences in uncertainty avoidance across East Asia puts both consumers and companies at risk due to more onerous customization experiences for consumers and substantially lower conversion for companies.

Authors de Bellis, Emanuel; Hildebrand, Christian; Ito, Kenichi & Herrmann, Andreas
Journal or Publication Title Marketing Letters
Subjects business studies
Institute/School ?? STUDENT ??
IfM - Institute of Marketing
ICI - Institute for Customer Insight
ICI - Institute for Customer Insight
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Refereed Yes
Date 2015
Publisher Springer Science+Business Media
Volume 26
Number 3
Page Range 309-320
ISSN 0923-0645
Depositing User Prof. Dr. Emanuel de Bellis
Date Deposited 12 Jan 2018 12:43
Last Modified 17 Jan 2018 11:21
URI: https://www.alexandria.unisg.ch/publications/253290

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Citation

de Bellis, Emanuel; Hildebrand, Christian; Ito, Kenichi & Herrmann, Andreas (2015) Cross-National Differences in Uncertainty Avoidance Predict the Effectiveness of Mass Customization across East Asia: A Large-Scale Field Investigation. Marketing Letters, 26 (3). 309-320. ISSN 0923-0645

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https://www.alexandria.unisg.ch/id/eprint/253290
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