/
/
Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
Un abonnement à JoVE est nécessaire pour voir ce contenu. Connectez-vous ou commencez votre essai gratuit.
Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
6,771 Views
•
08:27 min
•
September 27, 2019
DOI:
Summary
Automatically generated
Presented here is a protocol to examine consumer responses toward mass customization in the context of online retailing. The protocol details the online survey procedure and how to analyze data using structural equation modeling and group differences using latent mean analyses.
Read Article
Cite this Article
Park, M., Yoo, J. Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits. J. Vis. Exp. (151), e60035, doi:10.3791/60035 (2019).
Copy