Exploring the Customization Decision Support System Using Waypoint Solutions

Some manufacturers anthropomorphize their products to strengthen the personal relationship between the products and their customers. For anthropomorphized products, the "face" is the most important part in terms of consumer evaluation of their " personality. " Previous research has found that consumers prefer automobiles with headlights that resemble slanted (vs. arched) eyes and a front grille that looks like an upturned (vs. downturned) mouth. In contrast, this research considers 4 (slanted, arched, squared, and round eyes) × 3 (upturned, downturned, and horizontal mouths) product designs, as well as congruities between the product image and the self-images. The results showed that each of the twelve patterns of anthropomorphized product design is related to a particular combination of personalities, which is preferred by consumers whose ideal image has close congruity to the product image. This implies that there is no single "face" preferred by all consumers. Therefore, manufacturers of anthropomorphized products should use a customization system.

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The Effects of Customization via Starting Solutions on Customer Values:

Morioka

2020

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Mass customization (MC) is a product strategy that can meet heterogeneous customer needs. Among various kinds of MC systems, customization via starting solutions (CvSS) has attracted academic attention as a method of reducing configuration costs, and its effectiveness has been examined. However, existing studies examining the effectiveness of CvSS have limitations in two respects; 1) focusing only on limited MC values, and 2) ignoring the heterogeneity of customer design skills. The purposes of this paper are 1) to specify the structure of MC values perceived by customers, and 2) to examine the effects of CvSS based on the structure of MC values. The results of Study 1 show that the MC process value, consisting of enjoyment and process effort, enhances the MC product value, which consists of preference fit and self-expressiveness. The results of Study 2 show that customers with high design skills perceive less enjoyment in the CvSS process than those with lower design skills.

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Exploring the Customization Decision Support System Using Waypoint Solutions

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「製品の顔」のデザインに対するニーズ多様性

The Effects of Customization via Starting Solutions on Customer Values:

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