An Experimental Study of User- Customized Products Online

With the rapid development of online shopping, the simple form of online shopping can not meet the personalized needs of consumers. The paper studies the decision support system for usercustomized products online. This paper concentrates on the differences in consumer behavior through an experimental study of an alternativebased DSS and an attribute-based DSS for product customization by online consumers. In addition, we examine the moderating effect of attribute importance in the use of an online customer decision support tool. Using the independent assessment, joint assessment and cognitive fit theories, we develop a model with four mediate variables (perceived usefulness, perceived ease of use, perceived enjoyment, and perceived control) and two dependent variables (intention to purchase and intention to return).