A Study Of Option Framing Effects In Car Mass Customization

With the continuous improvement of people's income, customized products are beginning to be favored by domestic consumers and highly valued by enterprises. Research on customization attracts growing concern among academe, but mostly on perspective of the corporate strategy and product design, seldom on perspective of consumer to explore the effectiveness of customization strategy.The study reviews Chinese and Western Countries'research findings on mass customization and framing to determine the basic framework of the study: under modes of adding and subtracting customization options, differences in consumer decision making, and then explores how moderator variable, consumer purchasing experience affects option framing effects to find a new research orientation on mass customization, enrich theory frame of framing effects and provide managerial inspirations.The study concludes: Compared with consumers in the ADDITION condition, those in the SUBTRACTION condition will choose a greater number of higher and lower price of product options and a higher total cost of options. Consumer purchasing experience affects option framing effects: compared with no purchasing experience consumers, consumers with purchasing experience have lesser differential of ADDITION condition versus SUBTRACTION condition.The study examines framing effects'application in car mass customization of China, introduces the moderator variable of consumer purchasing, and enrich the framework of research literature. From the managerial perspective of enterprise, the findings of the study suggest how to present customization mode is a major issue of enterprise profits.