| Abstract [eng] |
Supervisor - prof. dr. Vytautas Dikcius. The work has been written - in 2022 in Vilnius. Number of pages – 140 pages. Number of tables - 25 pcs. Number of pictures - 3 pcs. Number of literature sources - 144 pcs. Short job description: Work problem - how does cusotmization of products by attributes or alternatives influence the consumer's intention to buy hedonistic and utilitarian products online? The aim of this work is to determine how the customization of products by attributes or alternatives influences the consumer 's intention to buy hedonistic and utilitarian products online. Tasks: 1. Analyze the concept of product customization; 2. To analyze the importance of product customization for the company and the consumer; 3. To analyze the ways of customization of the product - according to attributes and alternatives; 4. To analyze the customization of aesthetic and functional attributes of a product; 5. Analyze the consumer's intention to customize and purchase a customized product; 6. Analyze the risks of product customiztaion and their impact on the consumer's intention to customize and purchase a customized product; 7. Choose an appropriate research methodology in order to analyze the impact of product customiztaion on the consumer's intention to purchase a customized product; 8. Collect and analyze data necessary to determine the impact of product customization on the consumer's intention to purchase a cusotomized product; 9. Based on the conclusions of the research, provide conclusions, suggestions and work restrictions on the impact of product customization on the consumer's intention to purchase a customized product. Methods used in the work: analysis of scientific literature using the method of narrative analysis, online survey using experimental design, analysis of research data using correlation and linear regression tests. Research and results obtained: Online survey using experimental design (using two closed-ended questionnaires). Summarizing the analysis of the results obtained in the empirical study, it can be stated that the majority of the hypotheses raised are confirmed because: 10 hypotheses were confirmed, i.e. H5, H6, H7, H8, H12, H14, H15, H16, H17 and H18; 7 hypotheses were refuted, i.e. H1, H2, H3, H4, H9, H10, H11; Hypothesis H13 was partially confirmed. Key findings: Product customization is a complex tool that encompasses many different aspects that are important to both businesses and consumers. Product customization encompasses a variety of customization techniques that provide consumers with different options when purchasing a product. Empirical research has revealed that perceived usefulness of product costumization, ease of use, enjoyment and risks do not depend on the way the product is customizes. The relationship between need for status and perceived usefulness and enjoyment has been found to be partially stronger in the case of utilitarian product. Meanwhile, the need for uniqueness has a greater impact on perceived enjoyment and usefulness in the case of utilitarian products than hedonistic products. Empirical research suggests that the risks of product customization do not affect the consumer's perceived usefulness, ease of use and enjoyment. However, in the case of high risks, they have a direct negative impact on the consumer's intention to purchase a customizes product. The subjective norms of the consumer influence the perceived usefulness and enjoyment during the customization of the product. An empirical study suggests that perceived enjoyment and usefulness have the greatest impact on a consumer’s intention to purchase a customized product. |
