@article{c813caab38474db8b7405c53b401008f,
title = "Gender Differences in Online Mass Customization: An Empirical Consumer Study Which Considers Gift-Giving",
abstract = "Although several studies on gender commerce were published in the last decade, showing the importance of a differentiated address of men and women in marketing, studies on gender differences in online mass customization (MC) are rare. With the help of an empirical study it was analyzed which categories of customized products are preferred by women and men and if products are bought for self-usage or for gift-giving. A quantitative study with 247 participants showed that products in the categories {"}food \& nutrition{"} as well as {"}personalized look{"} are preferably bought by women, whereas products in the categories{"} made-to-measure-apparel{"} and {"}footwear{"} are predominantly purchased by men. The research showed that, in all product categories considered, women customized products for gift-giving more than men. This result follows the theoretical foundation in evolutionary psychology. In addition, in the category {"}personalized fashion{"} women bought significantly more products (i.e. printed T-shirts) to give as a gift to others than men. Based on the results of the study recommendations for adapting the customization process to the gender of the users and the objective of purchase are given.",
keywords = "Gender differences, Gift giving, Mass customization, Online consumer behavior",
author = "D. Walcher and M. Leube and P. Blazek",
note = "Cited By :2 Export Date: 14 December 2023 References: Areni, C., Kiecker, P., Palan, K., Is it better to give than to receive? Exploring gender differences in the meaning of memorable gifts (1998) Psychology \& Marketing, 15 (1), pp. 81-109; Arsel, Z., Er{\"a}ranta, K., Moisander, J., Theorising gender and gendering theory in marketing and consumer research (2015) Journal of Marketing Management, 31 (15-16), pp. 1553-1558; Barkow, J., {"}Beneath new culture is old psychology: Gossip and social stratification{"} (1992) The Adapted Mind, Evolutionary Psychology and the Generation of Culture, pp. 627-637. , Barkow, J., Cosmides, L. and Tooby, J. (Eds.), Oxford University Press, NY, USA; Barletta, M., (2006) {"}Marketing to Women: How to Understand, , Reach, and Increase Your Share of the World's Largest Market Segment{"}. Kaplan Publishing; Belk, R., Coon, G., {"}Gift giving as agapic love: An alternative to the exchange paradigm based on dating experiences{"} (1993) Journal of Consumer Research, 20 (3), pp. 393-417; Blazek, P., Partl, M., Streichsbier, L., (2013, 2014, 2015, 2016), {"}Configurator Database Report{"}. Lulu Press; Brown, D., (1991) {"}Human universals{"}, , McGraw-Hill, New York; Buss, D., Schmitt, D., {"}Sexual strategies theory: an evolutionary perspective on human mating{"} (1993) Psychological Review, 100 (2), p. 204; Canning, C., Gender, design and marketing, How gender drives our perception of design and marketing (2012) Journal of Marketing Management, 28 (13-14), pp. 1642-1644; Caplow, T., Christmas gifts and kin networks (1982) American sociological review, 47 (3), pp. 383-392; Levi-Strauss, C., Structural analysis in linguistics and anthropology (1945) WORD The International Linguistic Association, 1 (1), pp. 33-53; Cosmides, L., Tooby, J., Barkow, J., Introduction, Evolutionary psychology and conceptual integration (1992) {"}The Adapted Mind, Evolutionary Psychology and the Generation of Culture{"}, pp. 3-15. , Barkow, J., Cosmides, L. and Tooby, J. (eds.) (1992); Oxford University Press, NY; Darwin, C., (1872) {"}The origin of species{"}. John Murray, , London; De Saussure, F., Baskin, W., Meisel, P., (2011) Course in general linguistics, , Columbia University Press, New York, USA; Fischer, E., Towards more marketing research on gender inequality (2015) Journal of Marketing Management, 31 (15-16), pp. 1718-1722; Fischer, E., Arnold, S., More than a labor of love, Gender roles and christmas gift shopping (1990) Journal of Consumer Research, 17 (3), pp. 333-345; Franke, N., Schreier, M., Kaiser, U., The {"}I designed it my-self{"} effect in mass customization (2010) Management Science, 56 (1), pp. 125-140; Ganesh, I., Soberman, D., Villas-Boas, J., The Targeting of Advertising (2005) Marketing Science, 24 (3), pp. 461-476; Gownder, J., (2011) {"}Mass Customization is (Finally) the Future of Products{"}, , Forrester Research; Huang, M., Yu, S., Gifts in a romantic relationship, A survival analysis (2000) Journal of Consumer Psychology, 9 (3), pp. 179-188; Junker, F., Walcher, D., Blazek, P., {"}Acceptance of Online Mass Customization by Generation Y{"} (2016) Proceedings of the 7th International Conference on Mass Customization and Personalization in Central Europe, MCP-CE 2016, pp. 126-128; Kenrick, D., Sadallam, E., Groth, G., Trost, M., Evolution, traits, and the stages of human courtship, Qualifying the parental investment model (1990) Journal of personality, 58 (1), pp. 97-116; Krug, S., (2014) {"}Don't Make Me Think, , Revisited, A Common Sense Approach to Web Usability{"}. 3rd edition, New Riders; USA; Mauss, M., (1950) {"}The Gift, The Form and Reason for Exchange in Primitive Societies{"}. Routledge, , London, UK; McGrath, M., Gender differences in gift exchanges, New directions from projections (1995) Psychology \& Marketing, 12 (5), pp. 371-393; Miller, C., (2009) {"}On Web, , Workshops to create one of a kind gifts{"}. The New York Times, December 22; Moreau, P., Leff, B., Herd, K., It's the Thought (and the Effort) That Counts, How Customizing for Others Differs from Customizing for Oneself (2011) Journal of Marketing, 75 (5), pp. 120-133; Moss, G., (2009) {"}Gender, , design and marketing, How gender drives our perception of design and marketing{"}. Gower Publishing Limited, Farnham, England; Pel{\'e}, M., Dufour, V., Thierry, B., Call, J., Token transfers among great apes (Gorilla gorilla, Pongopygmaeus, Pan paniscus, and Pan troglodytes), species differences, gestural requests, and reciprocal exchange (2009) Journal of Comparative Psychology;, 123 (4), pp. 375-384; Pena, S., (2015) {"}How Dynamic Personalization Will Change the Game in 2015{"}, , www.business2community.com; Peterson, R., Merunka, D., Convenience samples of college students and research reproducibility (2014) Journal of Business Research, 67 (54), pp. 1035-1041; Piller, F., (2006) {"}Mass Customization{"}, , 4. edition, Springer; Piller, F., Walcher, D., Toolkits for idea competitions, a novel method to integrate users in new product development (2006) R\&D Management, 36 (3), pp. 307-318; Piller, F., Walcher, D., (2017) {"}Leading Mass Customization and Personalization-24 expert interviews, , How to profit from service and product customization in e-commerce and beyond{"}. Think Consult Publishing; Pine, J., (1993) {"}Mass Customization{"}. Harvard Business School Press, , Boston, USA; Rucker, M., Leckliter, L., Kivel, S., When the thought counts, Friendship, love, gift exchanges and gift returns (1991) NA-Advances in Consumer Research, 18, pp. 528-531; Salvador, F., de Holan, M., Piller, F., Cracking the Code of Mass Customization (2009) MIT Sloan Management Review, 50 (3), pp. 70-79; Silverstein, M., Sayre, K., The female economy (2009) Harvard Business Review, 87 (9), pp. 46-53; Symons, D., The evolution of human sexuality revisited (1980) Behavioral and Brain Sciences, 3 (2), pp. 203-214; Trentin, A., Perin, E., Forza, C., Sales configurator capabilities to avoid the product variety paradox, construct development and validation (2013) Computers in Industry, 64 (4), pp. 436-447; Trentin, A., Perin, E., Forza, C., Increasing the consumer-perceived benefits of a mass-customization experience through sales-configurator capabilities (2014) Computers in Industry, 65 (4), pp. 693-705; Trivers, R., {"}Parental investment and sexual selection, Sexual Selection \& the Descent of Man{"} (1972) Aldine de Gruyter, pp. 136-179. , New York; Walcher, D., Piller, F., (2012) {"}The Customization 500-An international benchmark study on Mass Customization and Personalization in Consumer E-Commerce{"}, , Lulu Press; Walcher, D., Piller, F., {"}Mass Customization{"} (2016) Die 10 wichtigsten Zukunftsthemen im Marketing, , Stumpf, M. (Ed.); Haufe-Lexware",
year = "2016",
language = "English",
volume = "7",
pages = "153--158",
journal = "International Journal of Industrial Engineering and Management",
issn = "2217-2661",
publisher = "University of Novi Sad",
number = "4",
}
SDG 12 Responsible Consumption and Production