Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
Title:
Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
Author:
Park, Minjung
Personal Author:
Publication Information:
Cambridge, MA MyJoVE Corp 2016
Physical Description:
online resource (507 seconds)
Series:
Behavior
General Note:
Title from resource description page
Abstract:
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.
Reading Level:
For undergraduate, graduate, and professional students
Subject Term:
Electronic Access:
https://www.jove.com/t/60035