Model of the impact of consumer perspective on the overall perceived value of mass customization products

Research on mass customization suggests that this type of offer delivers more value to the customer. This article provides answers to the following research question: How consumer perspective of the value of the mass-customized Product influence the overall perceived value of MC? Mass-customized product value is reflected in three dimensions: utilitarian value, interpersonal differentiation value and self-expressiveness value. we explore the influence of interpersonal differentiation in need for optimization (NFO), centrality of visual product aesthetics (CVPA), and consumer need for uniqueness (CNFU). A conceptual model grounded in involvement theory, the functional theory of attitudes, and theories on the desirability of uniqueness is proposed and empirically tested. The goal of this research is development and the way of this research is survey- analysis. Statistical population of research is two hundred one undergraduate business students of Iranian universities. Generally, the data support significant relationships between the three dimensions of consumer perspective of the value of the mass-customized Product and the overall perceived value of MC.