Recently, researchers have paid increasing attention to the marketing strategy of customization. A key assumption is that customized products create higher benefits for customers than standard products because they deliver a closer preference fit. The prerequisite for this effect is the ability to obtain precise information on what customers actually want. But are customers able to specify their preferences that precisely? Several theoretical arguments raise doubts about this, implicitly challenging the value of customization. The authors conduct two studies in which they find that products customized on the basis of expressed preferences bring about significantly higher benefits for customers in terms of willingness to pay, purchase intention, and attitude toward the product than standard products. The benefit gain is higher if customers have (1) better insight into their own preferences, (2) a better ability to express their preferences, and (3) greater product involvement. This suggests that c...

Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?

Factors Influencing the Adoption of Mass Customization: The Impact of Base Category Consumption Frequency and Need Satisfaction

The aim of this article is to review research in media innovation through a holistic, analytical, and concise approach. Although research in journalism innovation has experienced considerable growth in recent years, theoretical, methodological, and systematic contributions have received little and fragmented attention. Three hundred and two peer-reviewed publications, in both English and Spanish, were included in the sample. The most researched areas included diffusion theory, management, organizational culture, professional profiles, business models, genres and content, tools and technology, media labs and start-ups. Other less developed areas, such as policy, methodology, ethics, or journalism education, are also discussed. Finally, a number of proposals regarding further research on journalism innovation, considering the effect of Covid-19 on the media, are discussed.

/pdf/review-article-journalism-innovation-research-a-diverse-and-1ugxgf91oz.pdf

Review article: Journalism innovation research, a diverse and flourishing field (2000-2020)

The advertising-based revenue model for journalism is severely challenged due to the effects of digitization. Providers of journalistic content have therefore put increasing emphasis on paid conten...

Content for Free? Drivers of Past Payment, Paying Intent and Willingness to Pay for Digital Journalism – A Systematic Literature Review

Les travaux sur la customisation de masse (CM) considerent qu'elle cree forcement de la valeur pour le consommateur. Les echecs de telles strategies semblent prouver le contraire. C'est pourquoi l'objectif de cet article est de proposer une reflexion sur la valeur percue de cette offre. Nous repondons a deux questions de recherche: (1) pourquoi et sur quelles dimensions le consommateur valorise-t-il la CM ? (2) comment et dans quelle mesure ces sources de valorisation influencent-elles la valeur globale percue d'une telle offre ? Deux composantes de la valeur de la CM sont identifiees: (1) la valeur du produit customise, refletee dans trois dimensions: la valeur utilitaire, la valeur de differenciation interpersonnelle et la valeur d'expression de sa personnalite, et (2) la valeur de l'experience de CM, refletee dans deux dimensions: la valeur hedonique et la valeur de realisation creative. Les resultats soulignent que la valeur de l'experience de co-design influence significativement la valeur globale pe...

Comprendre la valeur perçue de la customisation de masse. Une distinction entre la valeur du produit et la valeur de l'expérience de co-design:

This article applies the concept of mass customization to the newspaper industry. Although the theory of mass customization has received considerable attention in recent years, its application to the printed mass media market has been almost totally neglected. Researchers have not provided any empirical evidence of a substantial market for mass customized printed newspapers, and we do not know much about customer attitudes toward such innovations. This article contributes to research on both issues. Based on an empirical survey (n = 2,114), we examine consumer acceptance of an individualized newspaper. We address the 2 most pressing issues associated with mass-customized products. These are consumer willingness to pay a premium and consumer willingness to devote additional effort to “designing ”such a newspaper. The results, based on conjoint analysis, suggest that consumers are generally willing to devote effort to customizing their news. However, only those who are well-educated and belong to the upper socioeconomic strata are willing to pay extra for individualized newspapers. When introducing mass-customized media, management should focus on these customer groups and their respective preferences.

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Mass Customization in the Newspaper Industry: Consumers' Attitudes Toward Individualized Media Innovations

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Mass Customization in the Newspaper Industry: Consumers' Attitudes Toward Individualized Media Innovations