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| Titel: |
Mass Customization in the Newspaper Industry: Consumers' Attitudes Toward Individualized Media Innovations |
| Auteur: |
Schoder, Detlef Sick, Stefan Putzke, Johannes Kaplan, Andreas M. |
| Verschenen in: |
JMM: the international journal on media management |
| Paginering: | Jaargang 8 (2006) nr. 1 pagina's 9-18 |
| Jaar: |
2006-03-01 |
| Inhoud: |
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. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 5 van 7 gevonden artikelen
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