CyLEDGE Media GmbH
CyLEDGE Media GmbH
Walcher D.,Salzburg University of Applied Sciences |
Leube M.,Salzburg University of Applied Sciences |
Blazek P.,CyLEDGE Media GmbH
International Journal of Industrial Engineering and Management | Year: 2016
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.
Felfernig A.,University of Graz |
Schippel S.,Klagenfurt University |
Leitner G.,Klagenfurt University |
Reinfrank F.,University of Graz |
And 4 more authors.
AI Communications | Year: 2013
Constraint-based recommender systems support customers in preference construction processes related to complex products and services. In this context, utility constraints (scoring rules) play an important role. They determine the order in which items (products and services) are presented to customers. In many cases utility constraints are faulty, i.e., calculate rankings which are not expected and accepted by marketing and sales experts. The adaptation of these constraints is extremely time-consuming and often an error-prone process. We present an approach to the automated adaptation of utility constraint sets which is based on solutions for nonlinear optimization problems. This approach increases the applicability of constraint-based recommendation technologies by allowing the automated reproduction of example item rankings specified by marketing and sales experts. © 2013 - IOS Press and the authors. All rights reserved.
Blazek P.,CyLEDGE Media GmbH |
Kolbm M.,CyLEDGE Media GmbH |
Partlm M.,CyLEDGE Media GmbH |
Streichsbierc C.,CyLEDGE Media GmbH
International Journal of Industrial Engineering and Management | Year: 2012
The objective of this paper is to analyze the usage of social media in mass customization. Configurating a product to the specific needs of each customer requires information exchange and interaction with the customer. Social media can be used not only for communication purposes but also for example to help the customer in the configuration process or enlarge the shopping experience. By analyzing 412 web-based product configurators we identified the status quo of social media usage in mass customization and discuss possibilities of integrating social media elements in configuration systems. To illustrate the results we give examples and show how social media can be applied.