Mass customization (MC), is a strategy that creates value by some form of company-customer interaction at the fabrication/assembly stage of the operations level to create customized products with production cost and monetary price similar to those of mass-produced products. This work delivers a contribution to the area by investigating the influence of perceived usefulness and perceived ease of use on a customer's adoption of mass customization. Additionally, an investigation of several moderating variables, both non-latent (e.g., age and education) and latent (e.g., need satisfaction and involvement) will be examined. Finally, the cross-national generalizability of the Technology Acceptance Model (TAM) is studied.
