Theoretical Underpinning and Research Hypotheses

Part of the Markt- und Unternehmensentwicklung Markets and Organisations book series (MAU)


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.




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Copyright information

© Springer Fachmedien Wiesbaden 2015

Authors and Affiliations

  1. 1.CLICHHL Leipzig Graduate School of ManagementLeipzigGermany

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