Theoretical Underpinning and Research Hypotheses
To answer the proposed research questions, the present study builds upon knowledge in the domains of mass customization, information systems and social presence. On this basis, relevant concepts are identified and introduced stepwise. Subsequently, causal relationships are derived and formulated as hypotheses. Finally, the causal relationships and proposed hypotheses are aggregated into a structural equation model for subsequent statistical analysis.
KeywordsService Quality Behavioral Intention Information Quality Purchase Intention Mass Customization
Unable to display preview. Download preview PDF.