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Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
 

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

Article DOI: 10.3791/60035-v
September 27th, 2019

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Summary September 27th, 2019

Presented here is a protocol to examine consumer responses toward mass customization in the context of online retailing. The protocol details the online survey procedure and how to analyze data using structural equation modeling and group differences using latent mean analyses.

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