The Mediating Role of Intention between Antecedents of Mass Customization and Co-Design

Mass customization has received great interest among researchers and became an established business for many of the leading brands. Although much of the research has been conducted by other authors from different angles, the role of intention to customize products has not been covered to a satisfactory extent. This article is focusing on how intention leads to co-design the products. Specifically, this article investigates the mediating role of intention between antecedents of mass customization and the co-design of the products. Set of hypotheses regarding these influences were developed and subsequently evaluated, and to achieve in-depth empirical study the cosmetics and painting industries in Sudan were chosen. Purposive sampling method was used to collect the data from respondents through personal questionnaire; data from 100 respondents were used for the purpose of this study. The results revealed that there is a significant relation between the independent variables attitude, self-confidence, product aesthetics and intention, relation between intention and co- design, and also confirms the mediating role of the intention. Therefore, it is necessary for marketers to consider these factors in implementing Mass Customization strategy. However, certain variables that did not show any significant relationship should not be isolated or ignored.