| 520 สาระสังเขป |
This study explored the impact of co-creation on customer preferences and satisfaction in the mass personalization products in Thailand. We used a regression model analysis on survey data collected from 387 participants to examine how customer involvement in the product design process affects their purchase decisions and satisfaction levels. The regression results indicate a significant positive relationship between the degree of co-creation factors and mass personalization. These findings underscore the importance of co-design, understanding customer needs, customer innovativeness, customer-centric approach, and resource integration, especially for businesses and marketers in the mass personalization. The results show that the co-design, customer innovativeness, and understanding customer needs are significantly predicted to the mass personalization marketing strategies. Nevertheless, the customer-centric approach and resource integration are not. The contribution in this research shows the strongly connection between co-creation and mass personalization. |